Testing the tyranny of too much choice against the allure of more choice

Details

Serval ID
serval:BIB_A8905B18F154
Type
Article: article from journal or magazin.
Collection
Publications
Institution
Title
Testing the tyranny of too much choice against the allure of more choice
Journal
Psychology and Marketing
Author(s)
White C. M., Hoffrage U.
ISSN
0742-6046
Publication state
Published
Issued date
2009
Peer-reviewed
Oui
Volume
26
Number
3
Pages
280-298
Language
english
Abstract
When choosing among several options, people often defer choice. Previous research found that choice deferral can increase and/or decrease as the number of available options increases. To understand these contradictory findings, the assumption was made that people may defer choice for either of two reasons. The number of deferrals made in a controlled laboratory experiment that were inferred to be due to no options being good enough, decreased as the number of options increased. In contrast, the number of deferrals inferred to be due to there being uncertainty regarding which option was the best, increased. Observing these two effects simultaneously helps to explain the inconsistent results observed in previous research. It is also shown that these assumptions can account for the various relationships previously observed between the size of the choice set and the probability of choice deferral.
Web of science
Create date
24/02/2009 15:34
Last modification date
20/08/2019 16:13
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