Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl

Refine search results

Journals help

  1. 1 Studia Psychologica

Authors help

  1. 1 Radová K.

Years help

  1. 1 2016

Results found: 1

first rewind previous Page / 1 next fast forward last

Search results

help Sort By:

help Limit search:
first rewind previous Page / 1 next fast forward last
1

FRUIT OR CANDY? EASE OF JUSTIFICATION AS A MODERATOR OF THE EFFECT OF ASSORTMENT SIZE ON CONSUMER CHOICE

100%
Radová K.
Studia Psychologica
|
2016
|
vol. 58
|
issue 2
145 – 155
EN
Two studies demonstrate that, because choosing from larger variety is usually more difficult, people are likely to select options that are easier to justify; consequently, choosing from larger assortments often shifts the preference from self-indulgent to virtuous. These effects reverse, resulting in higher relative preference for hedonistic options, when situational factors provide easily accessible reasons to indulge. Subjects made both real-life (Experiment 1 – E1) and hypothetical choices (Experiment 2 – E2). Individuals’ decisions were modified by assortment size and character of options in E1while E2 also added accessible justifications (for choosing vices) created by subjects’ prior altruistic decisions. The results show that variety partially moderates the effect of accessible justifications on option choice. Significant differences were found according to gender and study degree. The fact that none of the subjects was conscious of experimental manipulation suggests that individuals might not always be aware of what truly drives their decisions.
first rewind previous Page / 1 next fast forward last
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.