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Superfluous Choices and the Persistence of Preference

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  • A. V. Muthukrishnan
  • Luc Wathieu

Abstract

Superfluous choices are unnecessary choice steps that could be removed without affecting the final choice context and outcome. They are introduced in this article in order to study the mere effects of consumer participation. Superfluous choices have no immediate impact on the chosen option but strongly increase consumers' propensity to persist with the same option on future choice occasions. Four experiments that isolate and investigate this indirect effect and its moderators highlight the impact of consumer participation that derives from a perception of greater deliberation and fluency in decision making. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • A. V. Muthukrishnan & Luc Wathieu, 2007. "Superfluous Choices and the Persistence of Preference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 454-460, December.
    • Handle: RePEc:oup:jconrs:v:33:y:2007:i:4:p:454-460
    DOI: 10.1086/510229
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    Citations

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    Cited by:

    1. Thorbjørnsen, Helge & Dahlén, Micael, 2011. "Customer reactions to acquirer-dominant mergers and acquisitions," International Journal of Research in Marketing, Elsevier, vol. 28(4), pages 332-341.
    2. Van Kerckhove, Anneleen & Geuens, Maggie & Vermeir, Iris, 2012. "Intention superiority perspectives on preference-decision consistency," Journal of Business Research, Elsevier, vol. 65(5), pages 692-700.
    3. Anyuan Shen & Shuguang Liu, 2016. "Asymmetric dominance and the stability of constructed preferences," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 11(3), pages 213-222, May.
    4. Gael Poux-Medard & Sergio Cobo-Lopez & Jordi Duch & Roger Guimera & Marta Sales-Pardo, 2021. "Complex decision-making strategies in a stock market experiment explained as the combination of few simple strategies," Papers 2103.06121, arXiv.org.
    5. William M. Hedgcock & Raghunath Singh Rao & Haipeng (Allan) Chen, 2016. "Choosing to Choose: The Effects of Decoys and Prior Choice on Deferral," Management Science, INFORMS, vol. 62(10), pages 2952-2976, October.
    6. repec:cup:judgdm:v:11:y:2016:i:3:p:213-222 is not listed on IDEAS
    7. Yong Liu & Enping Mai & Jun Yang, 2015. "Network externalities in online video games: an empirical analysis utilizing online product ratings," Marketing Letters, Springer, vol. 26(4), pages 679-690, December.
    8. A. Muthukrishnan & Robin Chark, 2015. "Choice set induced conflict, deliberation, and persistent preference," Marketing Letters, Springer, vol. 26(4), pages 437-448, December.

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