Trade-Offs and Depletion in Choice
Jing Wang, Nathan Novemsky, Ravi Dhar, Roy F. Baumeister
Journal of Marketing Research · 2010 · Volume 47 · Issue 5
Abstract
Four experiments examine why choices deplete executive resources. The authors show that the resolution of trade-offs is a driver of depletion effects arising from choice, and the larger the trade-offs, the greater is the depletion effect. The authors also find that choice difficulty not related to trade-offs does not influence the depleting effect of the choices. Finally, the authors find that though people can intuit some depletion effects, they do not intuit that choices or trade-offs within choices might be depleting and therefore fail to predict that larger trade-offs are more depleting.
Keywords
consumer behavior, decision making, self-control, depletion
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