Repeated choosing increases susceptibility to affective product features

The present research demonstrates that repeated active choice-making increases consumers' susceptibility to salient affective product features. We show that affective features influence product choice more after a series of active product choices than after a series of compliances with purchase instructions. The combined results of three experiments suggest that repeated choice depletes self-control resource strength, in that repeated choosing renders consumers vulnerable to the temptation of emotionally laden product features.