Imperial College London
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Dr. Rajesh Bhargave

Business School

Associate Professor of Marketing
 
 
 
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Contact

 

+44 (0)20 7594 6448r.bhargave CV

 
 
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Location

 

395Business School BuildingSouth Kensington Campus

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Summary

 

Publications

Citation

BibTex format

@article{Bhargave:2015:10.1016/j.obhdp.2015.06.003,
author = {Bhargave, R and Chakravarti, A and Guha, A},
doi = {10.1016/j.obhdp.2015.06.003},
journal = {Organizational Behavior and Human Decision Processes},
pages = {123--135},
title = {Two-stage decisions increase preference for hedonic options},
url = {http://dx.doi.org/10.1016/j.obhdp.2015.06.003},
volume = {130},
year = {2015}
}
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RIS format (EndNote, RefMan)

TY  - JOUR
AB  - When choosing from multiple options, decision-makers may directly choose an option (single-stage decision), or initially shortlist a subset of options, and then choose an option from this shortlist (two-stage decision). Past work suggests that these two decision formats should lead to the same final choice when information about the choice alternatives is held constant. In contrast, this research demonstrates a novel effect: two-stage decisions increase preference for hedonic (vs. utilitarian) options. A regulatory focus account explains this effect. In a two-stage process, after shortlisting, decision-makers feel that they have sufficiently advanced their prevention goals, and this reduces their prevention focus during the final choice stage. Reduced prevention focus, in turn, enhances hedonic preference. Four studies across different decision contexts illustrate this effect and support the underlying process mechanism. The findings suggest that the formal structure of a decision (single-stage vs. two-stage) leads to systematic differences in decision-makers’ choices.
AU  - Bhargave,R
AU  - Chakravarti,A
AU  - Guha,A
DO  - 10.1016/j.obhdp.2015.06.003
EP  - 135
PY  - 2015///
SN  - 0749-5978
SP  - 123
TI  - Two-stage decisions increase preference for hedonic options
T2  - Organizational Behavior and Human Decision Processes
UR  - http://dx.doi.org/10.1016/j.obhdp.2015.06.003
UR  - http://hdl.handle.net/10044/1/39095
VL  - 130
ER  -
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