| Full text | |
| Author(s): |
Total Authors: 3
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| Affiliation: | [1] Univ Florida, Gainesville, FL - USA
[2] Duke Univ, Durham, NC 27706 - USA
Total Affiliations: 2
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| Document type: | Journal article |
| Source: | JOURNAL OF CONSUMER PSYCHOLOGY; v. 31, n. 2, p. 217-239, APR 2021. |
| Web of Science Citations: | 0 |
| Abstract | |
The impact of decision difficulty on search behavior depends on the relative accessibility of maximize accuracy and minimize effort goals in memory. The default assumption, derived from constructive choice theory, is that maximize accuracy and minimize effort goals are both accessible. Thus, the two goals compete to influence a decision process. When this is the case, an increase in decision difficulty discourages search and the opportunity to make an accurate decision suffers. The alternative assumption, derived from goal systems theory, is that maximize accuracy and minimize effort goals can be differentially accessible. When one of these goals is more accessible, decision difficulty signals poor goal progress and reduces goal pursuit. That is, when a maximize accuracy (minimize effort) goal is more accessible, decision difficulty reduces (increases) search. Six studies show that goal systems theory holds when a maximize accuracy or minimize effort goal is more accessible, that is, is deliberately pursued. The results have implications for how decision difficulty influences information search, satisficing, and choice quality. (AU) | |
| FAPESP's process: | 16/11464-6 - Consumer goal pursuit: the effects of ego depletion on implementation intentions |
| Grantee: | Felipe Marinelli Affonso |
| Support Opportunities: | Scholarships in Brazil - Master |
| FAPESP's process: | 16/23661-0 - Self-Control and The Backfire Effects of Implementation Intentions: A Construal-Level Perspective |
| Grantee: | Felipe Marinelli Affonso |
| Support Opportunities: | Scholarships abroad - Research Internship - Master's degree |