Does free choice lead to higher satisfaction? Are customers who choose their vehicle happier with it than customers whose cars are chosen for them?

Ofer Zellermayer

Most psychological research and everyday intuition suggest that consumers make more satisfying choices when they have a large unrestricted choice set.

Does Free Choice Lead to Higher Satisfaction?

Are Customers Who Choose Their Vehicle Happier with it Than Customers Whose Cars are Chosen for Them?

Ofer ZellermayerMarketing & Decision Sciences, Business School, Ono Academic College, Israel

INTRODUCTION

An old stream of research in social psychology submits that consumers find reasons to justify choices that they make in order to reduce post–decisional dissonance (e.g., Festinger, 1957). Festinger's theory of cognitive dissonance has been one of the most influential theories in social psychology (Jones, 1985).

Another, much newer theme, that has emerged from behavioral decision theory (BDT) during the past three decades...

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