Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making

• In Event: 1.10 The Speed of Life: The Effects of Real and Implied Speed on Consumer Behavior

Short Abstract

People often make decisions when they are physically on the move (e.g. commuting), whether fast or slow. Through eight studies we show that perceived and actual high (v. low) velocity leads to processing at high (v. low) levels, which influences consumer perceptions, product preferences, choice, and risk tolerance.

Authors

• Ellie Kyung, Dartmouth College, USA

• Yael Shani-Feinstein, Ben Gurion University, Israel

• Jacob Goldenberg, IDC