When Choosing is Not Deciding: The Effect Of Perceived Responsibility on Satisfaction
London Business School
Ann L. McGill
University of Chicago - Booth School of Business
July 28, 2006
Journal of Consumer Research, Vol. 33, 2006
Prior research has found differences in satisfaction for choosers and nonchoosers of the same outcome. Two studies show that differentiability of the choice-set options moderates this effect. When options are more differentiated, choice enhances consumers' satisfaction with positive and dissatisfaction with negative outcomes; when options are iess differentiated, choosers experience the same level of satisfaction as nonchoosers, regardless of the option vaience. We test the hypothesis that the effect of outcome differentiability is due to differences in perceived responsibility and subsequent self-credit and self-blame for the decision outcome. A third study separates the effects of differentiability from random choice.
Number of Pages in PDF File: 10
Date posted: December 4, 2009
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