Sweet Instigator - Choosing Increases Susceptibility to Affective Product Features

26 Pages Posted: 6 Oct 2005  

Sabrina Bruyneel

Carnegie Mellon University - David A. Tepper School of Business

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB)

Kathleen Vohs

University of Minnesota, Twin Cities - Carlson School of Management

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB); 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.

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

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: https://ssrn.com/abstract=813704 or http://dx.doi.org/10.2139/ssrn.813704

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 (FEB) ( 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 (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

BI Norwegian Business School ( email )

Nydalsveien 37
Oslo, 0442
Norway

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