Trade Off & Depletion In Choice - Wang

Question 1

Effect of trade-off on depletion

Answer 1

• bigger trade-off create more ego depletion
• trade off decision deplete executive resources
• executive resources are limited -> people are less able to resist temptations
• consumer don’t anticipate the depleting effect of trade offs

Question 2

Implications

Answer 2

• reaching out to customers at the end of a series of trade-off choices can lead to higher chance of impulsive buying -> candy in groceries
• vice versa, virtuous products should be presented before trade off decisions
  => fruit & veggies in groceries
• products with several features should present virtuous features first and vice features in the end