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The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect

Lichters, Marcel and Brunnlieb, Claudia and Nave, Gideon and Sarstedt, Marko and Vogt, Bodo (2016) The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect. Journal of Marketing Research, 53 (2). pp. 183-198. ISSN 0022-2437. https://resolver.caltech.edu/CaltechAUTHORS:20160527-090718021

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Abstract

Psychological and physiological states such as mood, hunger, stress, and sleep deprivation are known to affect decision-making processes and therefore crucially influence consumer behavior. A possible biological mechanism underlying the observed variability of consumer behavior is the context-sensitive variation in the levels of neuromodulators in the brain. In a series of four experimental studies, the authors pharmaceutically reduce the levels of the neurotransmitter serotonin in the brain to diminish the availability of subjects’ cognitive resources. In doing so, they study how serotonin brain levels influence (1) subjects’ tendency to avoid buying and (2) consumers' preference for product options positioned as a compromise in a given choice set rather than for more extreme alternatives (i.e., the compromise effect). Using realistic product choice scenarios in a binding decision framework, they find that a reduction of brain serotonin levels leads to choice deferral and decreases the compromise effect, both as a within-subjects and as a between-subjects choice phenomenon. As such, this study provides neurobiological evidence for the assumption that the compromise effect is the result of deliberate and demanding thought processes rather than intuitive decision making.


Item Type:Article
Related URLs:
URLURL TypeDescription
http://dx.doi.org/10.1509/jmr.14.0482DOIArticle
http://journals.ama.org/doi/10.1509/jmr.14.0482PublisherArticle
http://journals.ama.org/doi/suppl/10.1509/jmr.14.0482PublisherSupplemental Material
ORCID:
AuthorORCID
Nave, Gideon0000-0001-6251-5630
Additional Information:© 2016 American Marketing Association. The authors thank Paul Bengart, Liri von Petersdorff, and Dr. Stephan Schosser for their valuable support during data collection. Carolyn Yoon served as guest editor for this article.
Subject Keywords:choice deferral, compromise effect, real payments, serotonin, tryptophan depletion
Issue or Number:2
Record Number:CaltechAUTHORS:20160527-090718021
Persistent URL:https://resolver.caltech.edu/CaltechAUTHORS:20160527-090718021
Official Citation:Marcel Lichters, Claudia Brunnlieb, Gideon Nave, Marko Sarstedt, and Bodo Vogt (2016) The Influence of Serotonin Deficiency on Choice Deferral and the Compromise Effect. Journal of Marketing Research: April 2016, Vol. 53, No. 2, pp. 183-198
Usage Policy:No commercial reproduction, distribution, display or performance rights in this work are provided.
ID Code:67427
Collection:CaltechAUTHORS
Deposited By: Tony Diaz
Deposited On:27 May 2016 17:16
Last Modified:03 Oct 2019 10:05

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