Decision Difficulty: Effects of Procedural and Outcome Accountability

8 Pages Posted: 26 Oct 2013

See all articles by Yinlong Zhang

Yinlong Zhang

University of Texas at San Antonio

Vikas Mittal

Rice University

Date Written: December 2005

Abstract

We propose that accountability type moderates the perceived difficulty of choosing from worse than reference or better than reference options. Study 1 demonstrates that the difference in perceived difficulty for deciding between such options is attenuated under procedural accountability but enhanced under outcome accountability. Study 2 shows that the differential effect accountability type is stronger under low attractiveness than under high attractiveness. Collectively, they show the importance of distinguishing procedural and outcome accountability in consumer decisions.

Keywords: accountability, procedural accountability, outcome accountability

Suggested Citation

Zhang, Yinlong and Mittal, Vikas, Decision Difficulty: Effects of Procedural and Outcome Accountability (December 2005). Journal of Consumer Research, Vol. 32, No. 3, 2005, Available at SSRN: https://ssrn.com/abstract=2343810

Yinlong Zhang

University of Texas at San Antonio ( email )

One UTSA Circle
San Antonio, TX 78249
United States

Vikas Mittal (Contact Author)

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

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