Choice set induced conflict, deliberation, and persistent preference

This research examines the roles of both approach–avoidance and approach–approach conflicts in the relationship between the degree of deliberation and persistence of preference for the chosen option. In three experiments, we reverse the negative effect of deliberation on persistence reported by Nordgren and Dijksterhuis ( 2009 ). In study 1A, we conceptually replicate Nordgren and Dijksterhuis’s results in a choice context with simultaneous presentation of options. In study 1B, we reversed this effect by making minor alterations to the choice set. When the choice set contains a brand with advantage on an irrelevant attribute with conflict caused by the more important attributes remains unchanged, deliberation leads to greater preference stability. In study 2, we obtain process evidence for a reduction in conflict and dominance structuring caused by discrimination in terms of an irrelevant attribute. In study 3, we found that when choice set induces conflict between two attractive options, deliberation causes persistent preference. In study 4, we vary perceived conflict without varying the choice set and replicate the effects obtained in experiments 1A and 1B. Thus, our studies provide evidence for the roles of approach–avoidance and approach–approach conflicts (Coombs and Avrunin 1988 ) in the deliberation–persistence relationship. Copyright Springer Science+Business Media New York 2015