Repeated choosing increases susceptibility to affective product features

Sabrina Bruyneel, Siegfried Dewitte, Kathleen D. Vohs, Luk Warlop

Research output: Contribution to journalArticlepeer-review

66 Scopus citations


The present research demonstrates that repeated active choice-making increases consumers' susceptibility to salient affective product features. We show that affective features influence product choice more after a series of active product choices than after a series of compliances with purchase instructions. The combined results of three experiments suggest that repeated choice depletes self-control resource strength, in that repeated choosing renders consumers vulnerable to the temptation of emotionally laden product features.

Original languageEnglish (US)
Pages (from-to)215-225
Number of pages11
JournalInternational Journal of Research in Marketing
Issue number2
StatePublished - Jun 1 2006


  • Affective product features
  • Choice
  • Cognitive product features
  • Consumer decision making
  • Self-control depletion

Fingerprint Dive into the research topics of 'Repeated choosing increases susceptibility to affective product features'. Together they form a unique fingerprint.

Cite this