Abstract

http://ssrn.com/abstract=813704
 
 

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Sweet Instigator - Choosing Increases Susceptibility to Affective Product Features


Sabrina Bruyneel


Carnegie Mellon University - David A. Tepper School of Business

Siegfried Dewitte


KU Leuven - Faculty of Business and Economics (FBE)

Kathleen Vohs


University of Minnesota, Twin Cities - Carlson School of Management

Luk Warlop


KU Leuven - Faculty of Business and Economics (FBE); BI Norwegian Business School



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.

Number of Pages in PDF File: 26

Keywords: Self-control depletion, Consumer decision-making, Choice, Affective product features, Cognitive product features

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Date posted: October 6, 2005  

Suggested Citation

Bruyneel, Sabrina and Dewitte, Siegfried and Vohs, Kathleen and Warlop, Luk, Sweet Instigator - Choosing Increases Susceptibility to Affective Product Features. Available at SSRN: http://ssrn.com/abstract=813704 or http://dx.doi.org/10.2139/ssrn.813704

Contact Information

Sabrina Bruyneel (Contact Author)
Carnegie Mellon University - David A. Tepper School of Business ( email )
5000 Forbes Avenue
Pittsburgh, PA 15213-3890
United States
Siegfried Dewitte
KU Leuven - Faculty of Business and Economics (FBE) ( email )
Naamsestraat 69
Leuven, B-3000
Belgium
Kathleen Vohs
University of Minnesota, Twin Cities - Carlson School of Management ( email )
19th Avenue South
Suite 3-150
Minneapolis, MN 55455
United States
Luk Warlop
KU Leuven - Faculty of Business and Economics (FBE) ( email )
Naamsestraat 69
Leuven, B-3000
Belgium
BI Norwegian Business School ( email )
Nydalsveien 37
Oslo, 0442
Norway
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References:  32
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