10 Questions
What was the main finding regarding difficult choices from the study by Novemsky et al. (2007) discussed in the text?
Difficult choices resulted in higher deferral of making a choice.
Why did Novemsky et al. (2007) include two independent variables (IVs) in their experiment?
To test if the effect of difficulty on deferral disappeared when individuals were aware of it.
What was the role of attribution manipulation in Novemsky et al.'s experiment?
To attribute difficulty to the font or lack of readability.
In Novemsky et al.'s experiment, what was the dependent variable (DV) measured?
Deferral rate of choosing a mobile phone.
Why did Novemsky et al. opt for a between-subject design rather than a within-subject design in their experiment?
To avoid biases that could arise from presenting both conditions to the same participants.
What is the main focus of the Bellezza et al. (2014) study?
The relationship between need for uniqueness and perception of status and competence
What characteristic is considered as a continuous variable in the spotlight analysis?
Need for uniqueness
What is the purpose of spotlight analysis?
To analyze specific key factors within a dataset or scenario
In consumer decision theory, what is the first step in the decision-making process according to the text?
Problem recognition
What method does Bellezza et al. (2014) use to understand the impact of need for uniqueness?
Spotlight analysis
Explore the findings from Novemsky et al.'s (2007) Experiment 1, which shows that difficult choices lead to higher deferral. Discover how changing the experience of ease vs difficulty, independent of the content, can induce difficulty in decision-making.
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