Many online retailers enable consumers to postpone a purchase decision by placing a desired item onto an intermediate choice list, such as a wish list or saved-for-later list. This research demonstrates that using a list in this way decreases purchase intent for the wait-listed products, relative to the same choice made without the option to delay the decision. The findings of five experiments show that purchase likelihood is affected by a shift in the importance, or weight, of product attributes. Specifically, the attributes that are weighted more heavily in the decision to place an item on an intermediate choice list are then weighted less heavily in the decision to purchase an item from that list. This shift in attribute weighting suggests that consumers may switch from more noncompensatory to more compensatory decision-making between the initial decision to use an intermediate choice list, and the later decision of whether to purchase the item from the list. This process tends to diminish the importance of the attractive attributes that encouraged consumers to put these items on lists in the first place. These findings have implications for retailers who wish to understand the risks and benefits of wish lists and related tools, and for consumers who desire to reduce impulsive purchases.

许多在线零售商通过将想要的商品放在中间选择列表（例如愿望清单或稍后保存的清单）上，使消费者能够推迟购买决定。这项研究表明，相对于没有选择延迟决定的相同选择，以这种方式使用列表会降低等待名单产品的购买意愿。五项实验的结果表明，购买可能性受到产品属性重要性或权重变化的影响。具体而言，在决定将项目放在中间选择列表中时权重较大的属性然后在从该列表中购买项目的决定中权重较小。属性权重的这种转变表明，消费者可能会在最初决定使用中间选择列表和后来决定是否从列表中购买项目之间从更非补偿性的决策转变为更补偿性的决策。这个过程往往会削弱吸引消费者首先将这些项目列入清单的吸引力属性的重要性。这些发现对希望了解愿望清单和相关工具的风险和好处的零售商，以及希望减少冲动购买的消费者都有影响。这个过程往往会削弱吸引消费者首先将这些项目列入清单的吸引力属性的重要性。这些发现对希望了解愿望清单和相关工具的风险和好处的零售商，以及希望减少冲动购买的消费者都有影响。这个过程往往会削弱吸引消费者首先将这些项目列入清单的吸引力属性的重要性。这些发现对希望了解愿望清单和相关工具的风险和好处的零售商，以及希望减少冲动购买的消费者都有影响。