Autonomy in consumer choice.

We propose that autonomy is a crucial aspect of consumer choice. We offer a definition that situates autonomy among related constructs in philosophy and psychology, contrast actual with perceived autonomy in consumer contexts, examine the resilience of perceived autonomy, and sketch out an agenda for research into the role of perceived autonomy in an evolving marketplace increasingly characterized by automation.

The Illusion of Multitasking and Its Positive Effect on Performance.

With technological advancements, the desire, ability, and often necessity to multitask are pervasive. Although multitasking refers to the simultaneous execution of multiple tasks, most activities that require active attention cannot actually be done simultaneously. Therefore, whether a certain activity is considered multitasking is often a matter of perception. This article demonstrates the malleability of what people perceive as multitasking, showing that the same activity may or may not be construed as multitasking. Importantly, although engaging in multiple tasks may diminish performance, we found that, holding the activity constant, the mere perception of multitasking in fact improves performance. Across 32 studies (30 of which had performance-based incentives) containing a total of 8,242 participants, we found that individuals who perceived an activity as multitasking were more engaged and consequently outperformed those who perceived that same activity as single tasking.

Complicating decisions: The work ethic heuristic and the construction of effortful decisions.

The notion that effort and hard work yield desired outcomes is ingrained in many cultures and affects our thinking and behavior. However, could valuing effort complicate our lives? In the present article, the authors demonstrate that individuals with a stronger tendency to link effort with positive outcomes end up complicating what should be easy decisions. People distort their preferences and the information they search and recall in a manner that intensifies the choice conflict and decisional effort they experience before finalizing their choice. Six experiments identify the effort-outcome link as the underlying mechanism for such conflict-increasing behavior. Individuals with a stronger tendency to link effort with positive outcomes (e.g., individuals who subscribe to a Protestant Work Ethic) are shown to complicate decisions by: (a) distorting evaluations of alternatives (Study 1); (b) distorting information recalled about the alternatives (Studies 2a and 2b); and (3) distorting interpretations of information about the alternatives (Study 3). Further, individuals conduct a superfluous search for information and spend more time than needed on what should have been an easy decision (Studies 4a and 4b). (PsycINFO Database Record

Staying the course: the option of doing nothing and its impact on postchoice persistence.

Individuals regularly face adversity in the pursuit of goals that require ongoing commitment. Whether or not individuals persist in the face of adversity greatly affects the likelihood that they will achieve their goals. We argue that a seemingly minor change in the individual's original choice set-specifically, the addition of a no-choice option-will increase persistence along the chosen path. Drawing on self-perception theory, we propose that choosing from a set that includes a no-choice (do nothing) option informs individuals that they both prefer the chosen path to other paths and that they consider this path alone to be worth pursuing, an inference that cannot be made in the absence of a no-choice option. This unique information strengthens individuals' commitment to, and increases their persistence on, their chosen path. Three studies employing incentive-compatible designs supported our predictions and ruled out several rival accounts.