International journal of research in marketing vol:23 issue:2 pages:215-225
The present research demonstrates that repeated active choice-making increases consumers' susceptibility to salient affective product features. We show that affective features influence product choice more after a series of active product choices than after a series of compliances with purchase instructions. The combined results of three experiments suggest that repeated choice depletes self-control resource strength, in that repeated choosing renders consumers vulnerable to the temptation of emotionally laden product features. (c) 2006 Elsevier B.V. All rights reserved.