Trade-Offs and Depletion in Choice

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.

• 저널Journal of Marketing Research · 47(5) · 910–919
• 토픽Decision-Making and Behavioral Economics · General Decision Sciences
• DOI10.1509/jmkr.47.5.910
• 저자Jing Wang, Nathan Novemsky, Ravi Dhar, Roy F. Baumeister