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Effects of partitioning on tradeoff effort and choice

Authors Martin Hedesström
Lars-Olof Johansson
Published in Proceedings of the 34th Annual Conference of the Society for Judgment and Decision Making
Pages 34
Publication year 2014
Published at Department of Psychology
Centre for Finance
Pages 34
Language en
Keywords choice architecture; partitioning; environmental psychology
Subject categories Applied Psychology


In 2 experiments participants donated more of their show-up fee to the World Wildlife Fund if the donation choice was partitioned into 6 sub-choices. Only when choice was partitioned correlated donation size negatively with self-reported effort of making the choice. This is consistent with the notion that completing each sub-choice is rewarding, why a partitioned option provides a larger number of rewards and thus makes trading off an egoistic goal in favor of an altruistic goal less effortful, than does a non-partitioned option. The results indicate that partitioning an environmentally friendly option may make consumers more likely to choose it.

Page Manager: Webmaster|Last update: 9/11/2012

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