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Decision-repetition aversion in consumer choices

Author: Mittelman, Mauricio INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2007.Language: EnglishDescription: 57 p. ; 30 cm.Type of document: INSEAD ThesisThesis Note: For the degree of Ph.D. in management, INSEAD, June 2007Bibliography/Index: Includes bibliographical referencesAbstract: Consumers are often called upon to make multiple selections from an array of options. For example, shoppers in grocey stores purchase several candies from different flavors or brands, and tourists select several places to visit from different attractions in a city. A recurrent finding from previous research is that people tend to choose a diversified set of items when making multiple selections. Do people like variety so much? In my dissertation, I propose that when making a series of choices, people avoid the act of repeating a choice decision. The decision-repetition aversion hypothesis predicts that, when selecting multiple items, people are more likely to choose a diversified set of items if the items are chosen one by one than if the items are chosen all at once (i.e., from among pre-specified sets), because this aversion matters in the former situation (people can repeat a choice decision when choosing items one by one), but it does not in the latter situation (people cannot repeat a choice decision when making a single choice). In three studies I test the prediction and I provide empirical evidence for the hypothesis. Unlike existing explanations which focus on the benefits of choosing a diversified set of items, or on the problems of not doing so, the decision-repetition hypothesis focuses on the way through which choices are carried out. People do not seek much variety when choosing packages with several items as opposed to when choosing several items indivdually. A choice of a diversifed set of items may tell more about how the choice is carried out thab about the chooser's preference or variety. List(s) this item appears in: Ph.D. Thesis
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For the degree of Ph.D. in management, INSEAD, June 2007

Includes bibliographical references

Consumers are often called upon to make multiple selections from an array of options. For example, shoppers in grocey stores purchase several candies from different flavors or brands, and tourists select several places to visit from different attractions in a city. A recurrent finding from previous research is that people tend to choose a diversified set of items when making multiple selections. Do people like variety so much?
In my dissertation, I propose that when making a series of choices, people avoid the act of repeating a choice decision. The decision-repetition aversion hypothesis predicts that, when selecting multiple items, people are more likely to choose a diversified set of items if the items are chosen one by one than if the items are chosen all at once (i.e., from among pre-specified sets), because this aversion matters in the former situation (people can repeat a choice decision when choosing items one by one), but it does not in the latter situation (people cannot repeat a choice decision when making a single choice). In three studies I test the prediction and I provide empirical evidence for the hypothesis.
Unlike existing explanations which focus on the benefits of choosing a diversified set of items, or on the problems of not doing so, the decision-repetition hypothesis focuses on the way through which choices are carried out. People do not seek much variety when choosing packages with several items as opposed to when choosing several items indivdually. A choice of a diversifed set of items may tell more about how the choice is carried out thab about the chooser's preference or variety.

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