Title: Sweet instigator. Choosing increases the susceptibility to affective product features
Authors: Bruyneel, Sabrina
Dewitte, Siegfried
Vohs, K
Warlop, Luk
Issue Date: 2005
Publisher: K.U.Leuven - Departement toegepaste economische wetenschappen
Series Title: DTEW Research Report 0540 pages:1-26
Abstract: The present research demonstrates that repeated active choice-making increases the susceptibility of consumers 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 gradually depletes the mental capacity required for critical evaluation of choice alternatives, while ruling out alternative explanations. The results are discussed in terms of their implications for theory and management of impulse purchasing.
Publication status: published
KU Leuven publication type: IR
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven

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