Consumer Research Journal

Decisions can be hard. We may be [haunted:scary] by the path not taken. But the best way to feel better about the one choice we do make may be to put up a literal barrier to any of the other choices. In a recent study, some participants had to choose a chocolate from a [box:card] holding a selection of 24 chocolates. Others picked from a box containing just six chocolates. Each box had a transparent lid. Some were told to just pick one and taste it. Others had to pick one but close the [lid:pig] again before tasting it. Then all participants were asked to rate their chocolate. Those who put a transparent lid back on the box immediately after choosing from the 24 chocolates enjoyed their [candy:chocolate] more than those who lingered with the lid open even though both groups could actually see the chocolates not chosen! Well, what about the six-chocolate box? Closing the lid had no effects on chocolate rankings.