Consumer behavior and perceived decision freedom: A reexamination

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D. J. Reibstein et al (see record 1975-28533-001) found that for 2- and 4-alternative choice sets, perceived decision freedom was positively related to amount of soft drink consumed but was not related to postchoice attitude change. The present study with 72 undergraduates attempted to replicate these findings while controlling for a quantity effect and similarity of preference toward alternatives in the respective choice sets. Results indicate that perceived decision freedom is not linearly related to soft drink consumption. Furthermore, some support for a positive relationship between perceived decision freedom and postchoice attitude change was found. A possible explanation of the conflict between these studies is discussed. (12 ref) (PsycINFO Database Record (c) 2006 APA, all rights reserved)

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