Introspecting about Reasons can Reduce Post-Choice Satisfaction
Abstract
This study tested the prediction that introspecting about the reasons for one's preferences would reduce satisfaction with a consumer choice. Subjects evaluated two types of posters and then chose one to take home. Those instructed to think about their reasons chose a different type of poster than control subjects and, when contacted 3 weeks later, were less satisfied with their choice. When people think about reasons, they appear to focus on attributes of the stimulus that are easy to verbalize and seem like plausible reasons but may not be important causes of their initial evaluations. When these attributes imply a new evaluation of the stimulus, people change their attitudes and base their choices on these new attitudes. Over time, however, people's initial evaluation of the stimulus seems to return, and they come to regret choices based on the new attitudes.
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The mere act of asking a happiness question might affect experiences.
“It must be recognised for example, that the mere act of asking a happiness question might affect experiences (Wilson et al., 1993).”
From Measuring Subjective Wellbeing: Recommendations on Measures for use by National Governments (2012) · cites this paper as Wilson et al., 1993
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- Authors
- Wilson, T. D., Lisle, D. J., Schooler, J. W., Hodges, S. D., Klaaren, K. J., & LaFleur, S. J.
- Affiliations
- University of Virginia (US)
- University of Pittsburgh (US)
- Venue
- Personality and Social Psychology Bulletin
- Publisher
- SAGE Publications
- Published
- 1993-06
- Volume
- 19
- Issue
- 3
- Pages
- 331-339
- ISSN
- 0146-1672 (ISSN-L)
- 1552-7433
- OpenAlex
- W2135626055
- Cited by
- 612
- References
- 3
- Citations by year
- 2026: 4 · 2025: 9 · 2024: 18 · 2023: 8 · 2022: 13 · 2021: 18 · 2020: 28 · 2019: 28 · 2018: 25 · 2017: 9 · 2016: 14 · 2015: 18 · 2014: 17 · 2013: 27 · 2012: 25
- FWCI
- 3.86
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Personality and Social Psychology Bulletin (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
- Keywords
- self-reflection, consumer choice, attitude change, attitude change over time, purchase decision
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