Does Load Lead to Decision Bias or Are We Biased Against Load?

We examine moderators of the impact of cognitive load on choice strategies and susceptibility to decision bias. In four studies, we investigate the conditions under which load increases the compromise effect. Overall, our research shows that the ultimate influence of load on bias is contingent on motivational factors that determine how choice processes would have progressed under conditions of no load. Our findings indicate that there is no de facto impact of load on bias. Instead, the biasing effects of reduced resources are confined to consumers who have sufficient motivation to resolve choice problems and avoid biased (e.g., based on preferences rather than compromise position) choice outcomes. The implications of our research for the reliance on load to study consumer choice and for the two-system view of consumer decision making are discussed.