Sweet Instigator - Choosing Increases Susceptibility to Affective Product Features

摘要: The present research demonstrates that repeated active choice-making increases the susceptibility of consumers to salient affective product features. We show features influence choice more after a series choices than compliances with purchase instructions. combined results three experiments suggest gradually depletes mental capacity required for critical evaluation alternatives, while ruling out alternative explanations. are discussed in terms their implications theory and management impulse purchasing.