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| Tekijä: | Bruyneel, S. (et al.) |
| Otsikko: | Repeated choosing increases susceptibility to affective product features |
| Lehti: | International Journal of Research in Marketing
2006 : VOL. 23:2, p.215-225 |
| Asiasana: | consumers decision making purchasing |
| Vapaa asiasana: | affective product features cognitive product features |
| Kieli: | eng |
| Tiivistelmä: | This study demonstrates that repeated active choice-making increases consumers' susceptibility to salient affective product features. It is shown 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 reduces self-control resource strength, in that repeated choosing renders consumers vulnerable to the temptation of emotionally laden product features. |
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