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Trade-Offs and Depletion in Choice
Author(s) -
Jing Wang,
Nathan Novemsky,
Ravi Dhar,
Roy F. Baumeister
Publication year - 2010
Publication title -
journal of marketing research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 6.321
H-Index - 171
eISSN - 1547-7193
pISSN - 0022-2437
DOI - 10.1509/jmkr.47.5.910
Subject(s) - economics , affect (linguistics) , resource depletion , microeconomics , psychology , ecology , biology , communication
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

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