Litt, Ab; Reich, Taly; Maymin, Senia; Shiv, Baba - Graduate School of Business, Stanford University - 2010
Under pressure, people often prefer what is familiar, which can seem safer. We show that such familiarity-favoring can lead to choices precisely contrary to the source of felt pressure, thus exacerbating, rather than mitigating, its negative consequences. In Experiment 1, time-pressure increased...
