Contributors
Articles by Martin, Nathanael S.
Otto, Ashley; Clarkson, Joshua; Martin, Nathanael S.
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.
