Working Hard to Take the Easy Way Out: How the Need for Cognitive Closure Shapes Strategic Effort Investment to Ease Future Decision Making

Consumers make countless decisions each day that force them to determine the amount of effort they are willing to invest into the decision process. Due to their desire for immediate resolution and propensity to seize upon available options, individuals high in the need for cognitive closure make decisions that are traditionally associated with reduced effort investment. Counter to this traditional perspective, this research demonstrates that...