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ACR Dallas, TX
October 11 - October 14
I will be presenting two papers at ACR Dallas.
“Spreading of Alternatives Without a Perception of Choice” with Vicki Morwitz
Saturday, October 13, 4:55 PM in Peridot
Choosing an option leads to more favorable attitudes toward that option compared to before choice. Three studies demonstrate that this “post choice spreading of alternatives” may not require choice at all. Spreading depends on accepting an outcome, rather than on the behavior of choosing or self-perception of having chosen.
“Losing Fast or Slow? Preferences for Uncertainty Resolution” with Alixandra Barasch
Saturday, October 13, 10:35 AM in Cardinal A
Is losing better resolved quickly, or does holding onto hope for a positive outcome improve an otherwise negative experience? In three lab studies and one field study, consumers preferred to learn that they would lose later in a game compared to winning, but changed their preference after playing the game.