Trade-Offs and Depletion in Choice

Wang, Jing; Novemsky, Nathan; Dhar, Ravi; Baumeister, Roy F
October 2010
Journal of Marketing Research (JMR);Oct2010, Vol. 47 Issue 5, p910
Academic Journal
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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