On the Lack of Real Consequences in Consumer Choice Research

Experimental tasks measure actual behavior when the consequences that follow actions and choices mirror those of real-life behavior. Consequently, choice tasks in consumer research would need to include both costs (losing a previously earned endowment) and gains (actually receiving what was chosen) to structurally resemble real-life consumer choices. A literature review of studies ( k = 446) in consumer research confirms that full implementation of consequences is rare. The extent to which presence versus absence of these consequences systematically affects observable behavior is tested in an experiment ( N = 669) comparing a fully consequential (cost and gain consequences), a partially consequential (gain consequence only), and a hypothetical (no consequences) consumer choice task. Results show that consequences, once real, affect both the general willingness to purchase and the relative preferences for different products. Hence, it would seem advisable to more carefully consider the role of consequences in future consumer research.