Option attachment

when Deliberating Makes Choosing Feel like Losing

Z. Carmon, K. Wertenbroch, M. Zeelenberg

    Research output: Contribution to journalArticleScientificpeer-review

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    Abstract

    Common sense suggests that consumers make more satisfying decisions as they consider their options more closely. Yet we argue that such close consideration can have undesirable consequences because it may induce attachment to the optionsa sense of prefactual ownership of the choice options. When consumers then select one option, they effectively lose this prefactual possession of the other, nonchosen options. This yields a feeling of discomfort ("choosing feels like losing") and an increase in the attractiveness of the forgone option, compared to its appeal before the choice. A series of nine experiments provides evidence of this phenomenon and support for our explanation.
    Original languageEnglish
    Pages (from-to)15-29
    JournalJournal of Consumer Research
    Volume30
    Issue number1
    Publication statusPublished - 2003

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    social attraction
    possession
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    experiment
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    Ownership
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    Experiment
    Common Sense
    Common sense

    Cite this

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    title = "Option attachment: when Deliberating Makes Choosing Feel like Losing",
    abstract = "Common sense suggests that consumers make more satisfying decisions as they consider their options more closely. Yet we argue that such close consideration can have undesirable consequences because it may induce attachment to the optionsa sense of prefactual ownership of the choice options. When consumers then select one option, they effectively lose this prefactual possession of the other, nonchosen options. This yields a feeling of discomfort ({"}choosing feels like losing{"}) and an increase in the attractiveness of the forgone option, compared to its appeal before the choice. A series of nine experiments provides evidence of this phenomenon and support for our explanation.",
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    Option attachment : when Deliberating Makes Choosing Feel like Losing. / Carmon, Z.; Wertenbroch, K.; Zeelenberg, M.

    In: Journal of Consumer Research, Vol. 30, No. 1, 2003, p. 15-29.

    Research output: Contribution to journalArticleScientificpeer-review

    TY - JOUR

    T1 - Option attachment

    T2 - when Deliberating Makes Choosing Feel like Losing

    AU - Carmon, Z.

    AU - Wertenbroch, K.

    AU - Zeelenberg, M.

    PY - 2003

    Y1 - 2003

    N2 - Common sense suggests that consumers make more satisfying decisions as they consider their options more closely. Yet we argue that such close consideration can have undesirable consequences because it may induce attachment to the optionsa sense of prefactual ownership of the choice options. When consumers then select one option, they effectively lose this prefactual possession of the other, nonchosen options. This yields a feeling of discomfort ("choosing feels like losing") and an increase in the attractiveness of the forgone option, compared to its appeal before the choice. A series of nine experiments provides evidence of this phenomenon and support for our explanation.

    AB - Common sense suggests that consumers make more satisfying decisions as they consider their options more closely. Yet we argue that such close consideration can have undesirable consequences because it may induce attachment to the optionsa sense of prefactual ownership of the choice options. When consumers then select one option, they effectively lose this prefactual possession of the other, nonchosen options. This yields a feeling of discomfort ("choosing feels like losing") and an increase in the attractiveness of the forgone option, compared to its appeal before the choice. A series of nine experiments provides evidence of this phenomenon and support for our explanation.

    M3 - Article

    VL - 30

    SP - 15

    EP - 29

    JO - Journal of Consumer Research

    JF - Journal of Consumer Research

    SN - 0093-5301

    IS - 1

    ER -