When consumers make a choice, they're happier with it if they perform some small act that emphasizes the finality of their decision. (click below to read more)
A paper about four studies found that "choice closure" inhibits people's tendency to reconsider and increased the chooser's satisfaction. In one study, participants were asked to choose from an array of chocolates on a covered tray; then some were asked to close the lid. They reported liking their chocolate more than those who hadn't closed the lid. A similar result came from a study involving choosing foods and then closing—or not closing—the menu.
The findings are consistent with research showing that people often are happier with irrevocable choices, which promote rationalizing and make it harder to conduct post-choice comparisons.
"Turning the Page: The Impact of Choice Closure on Satisfaction," Yangjie Gu, Simona Botti and David Faro, Journal of Consumer Research (August 2013)
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