Journal article

Trade-Offs and Depletion in Choice

Jing Wang, Nathan Novemsky, Ravi Dhar, Roy E Baumeister

Journal of Marketing Research | AMER MARKETING ASSOC | Published : 2010

Abstract

Four experiments examine why choices deplete executive resources. The authors show that the resolution of trade-offs is a driver of depletion effects arising from choice, and the larger the trade-offs, the greater is the depletion effect. The authors also find that choice difficulty not related to trade-offs does not influence the depleting effect of the choices. Finally, the authors find that though people can intuit some depletion effects, they do not intuit that choices or trade-offs within choices might be depleting and therefore fail to predict that larger trade-offs are more depleting. © 2010, American Marketing Association.