Inproceedings: an article in a conference proceedings.
Choosing how many options to choose from: does it depend on affective priming?
Title of the conference
Advances in Consumer Research, Vol. XXXVI
Association for Consumer Research
Advances in Consumer Research
When making purchase decisions, how many options do people wish to have available? Does this number depend on people’s affect towards the product? To address this, we combined two research areas, the “tyranny of too much choice” and “affective decision making”. We performed a feeling versus calculation priming manipulation to change people’s sensitivity towards the quantity of options to be chosen. In addition to testing whether this affected the perceived value of the options, we tested whether it similarly affected the size of the set that people preferred to choose from (which has rarely been investigated as a dependent variable).
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