Abstract
Psychologists often explore the impact of one act on a subsequent related act. With an eye to the marketing literature, this paper explores two properties of sequential choices that involve the resolution of competing goals. Reinforcement occurs when the goals driving the first choice are made stronger by that choice and result in a congruent subsequent choice. Balance occurs when the first choice satisfies or extinguishes the goals that led to the original decision, producing an incongruent subsequent choice. This review examines a number of psychological frameworks that account for reinforcement or balance responses in sequential choice and identifies theoretically relevant moderating variables that lead to either response.
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Notes
The terms “highlighting” and “balancing” have been used analogously (Dhar and Simonson 1999).
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This paper was drawn from the discussion in the “Preference Construction in Sequential Choice” session at the Invitational Choice Symposium in June 2007. Participants were James R. Bettman, Ravi Dhar, Ap Dijksterhuis, Ayelet Fishbach, Ran Kivetz, Nathan Novemsky, Daphna Oyserman, John Payne, Drazen Prelec, Norbert Schwarz, Itamar Simonson, Yaacov Trope, and the authors.
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Huber, J., Goldsmith, K. & Mogilner, C. Reinforcement versus balance response in sequential choice. Mark Lett 19, 229–239 (2008). https://doi.org/10.1007/s11002-008-9042-5
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DOI: https://doi.org/10.1007/s11002-008-9042-5