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Boundaries of Constructive Choice: On the Accessibility of Maximize Accuracy and Minimize Effort Goals

Publication ,  Journal Article
Affonso, FM; Janiszewski, C; Bettman, JR
Published in: Journal of Consumer Psychology
April 1, 2021

The impact of decision difficulty on search behavior depends on the relative accessibility of maximize accuracy and minimize effort goals in memory. The default assumption, derived from constructive choice theory, is that maximize accuracy and minimize effort goals are both accessible. Thus, the two goals compete to influence a decision process. When this is the case, an increase in decision difficulty discourages search and the opportunity to make an accurate decision suffers. The alternative assumption, derived from goal systems theory, is that maximize accuracy and minimize effort goals can be differentially accessible. When one of these goals is more accessible, decision difficulty signals poor goal progress and reduces goal pursuit. That is, when a maximize accuracy (minimize effort) goal is more accessible, decision difficulty reduces (increases) search. Six studies show that goal systems theory holds when a maximize accuracy or minimize effort goal is more accessible, that is, is deliberately pursued. The results have implications for how decision difficulty influences information search, satisficing, and choice quality.

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Published In

Journal of Consumer Psychology

DOI

ISSN

1057-7408

Publication Date

April 1, 2021

Volume

31

Issue

2

Start / End Page

217 / 239

Related Subject Headings

  • Marketing
  • 5205 Social and personality psychology
  • 5201 Applied and developmental psychology
  • 3506 Marketing
  • 1701 Psychology
  • 1505 Marketing
 

Citation

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Affonso, F. M., Janiszewski, C., & Bettman, J. R. (2021). Boundaries of Constructive Choice: On the Accessibility of Maximize Accuracy and Minimize Effort Goals. Journal of Consumer Psychology, 31(2), 217–239. https://doi.org/10.1002/jcpy.1184
Affonso, F. M., C. Janiszewski, and J. R. Bettman. “Boundaries of Constructive Choice: On the Accessibility of Maximize Accuracy and Minimize Effort Goals.” Journal of Consumer Psychology 31, no. 2 (April 1, 2021): 217–39. https://doi.org/10.1002/jcpy.1184.
Affonso FM, Janiszewski C, Bettman JR. Boundaries of Constructive Choice: On the Accessibility of Maximize Accuracy and Minimize Effort Goals. Journal of Consumer Psychology. 2021 Apr 1;31(2):217–39.
Affonso, F. M., et al. “Boundaries of Constructive Choice: On the Accessibility of Maximize Accuracy and Minimize Effort Goals.” Journal of Consumer Psychology, vol. 31, no. 2, Apr. 2021, pp. 217–39. Scopus, doi:10.1002/jcpy.1184.
Affonso FM, Janiszewski C, Bettman JR. Boundaries of Constructive Choice: On the Accessibility of Maximize Accuracy and Minimize Effort Goals. Journal of Consumer Psychology. 2021 Apr 1;31(2):217–239.
Journal cover image

Published In

Journal of Consumer Psychology

DOI

ISSN

1057-7408

Publication Date

April 1, 2021

Volume

31

Issue

2

Start / End Page

217 / 239

Related Subject Headings

  • Marketing
  • 5205 Social and personality psychology
  • 5201 Applied and developmental psychology
  • 3506 Marketing
  • 1701 Psychology
  • 1505 Marketing