When Choosing Is Not Deciding: The Effect of Perceived Responsibility on Satisfaction
研究发现，当选项差异大时，选择会增强消费者对好结果的满意度和对坏结果的不满；当选项差异小时，选择者和非选择者的满意度无差别，这源于感知责任的不同。
Prior research has found differences in satisfaction for choosers and nonchoosers of the same outcome. Two studies show that differentiability of the choice-set options moderates this effect. When options are more differentiated, choice enhances consumers' satisfaction with positive and dissatisfaction with negative outcomes; when options are less differentiated, choosers experience the same level of satisfaction as nonchoosers, regardless of the option valence. We test the hypothesis that the effect of outcome differentiability is due to differences in perceived responsibility and subsequent self-credit and self-blame for the decision outcome. A third study separates the effects of differentiability from random choice.