The Effect of Time Pressure on Consumer Choice Deferral

  title={The Effect of Time Pressure on Consumer Choice Deferral},
  author={Ravi K. Dhar and Stephen M. Nowlis},
  journal={Journal of Consumer Research},
This article investigates the effect of time pressure on choice deferrai. Recent research suggests that the likelihood of deferral is contingent on the ease of making the selection decision (which option to choose) as well as the overali attractiveness of the selected alternative. We focus on how time pressure systematically impacts choice deferral by increasing the use of noncompensato ry decision rules in the selection decision and by increasing the relative emphasis placed on the unique… 

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