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

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...