Contributors

Consumers make countless decisions every day. Some situations require minimal decision-making effort, while others require more thought and effort to reach a decision. Our research finds that there are two situations, driven by a motivation to achieve cognitive closure, in which people will put more effort into the decision-making process in order to simplify the process in the future.

Decision making is all too often an aversive experience. In fact, work in cognitive neuroscience shows that decision making is often interpreted in similar ways as actual pain.