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Regret Theory and the Tyranny of Choice

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  • BEN IRONS
  • CAMERON HEPBURN

Abstract

As economists, we tend to accept the principle that more choice cannot make us worse off. However, recent evidence from laboratory and field experiments suggests that more choice can inhibit decision‐making and reduce search in many situations, potentially reducing welfare. This paper provides a formal theoretical foundation for these observations by embedding the regret theory of Loomes and Sugden (1982) in three search models. Beyond a threshold number of options, we find that ‘less is more’: agents who experience regret have lower utility as the number of options is increased.

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  • Ben Irons & Cameron Hepburn, 2007. "Regret Theory and the Tyranny of Choice," The Economic Record, The Economic Society of Australia, vol. 83(261), pages 191-203, June.
    • Handle: RePEc:bla:ecorec:v:83:y:2007:i:261:p:191-203
    DOI: 10.1111/j.1475-4932.2007.00393.x
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    4. Christopher L Ambrey & Christopher M Fleming, 2011. "The influence of the natural environment and climate on life satisfaction in Australia," Discussion Papers in Economics economics:201101, Griffith University, Department of Accounting, Finance and Economics.
    5. Dmitri Kuksov & J. Miguel Villas-Boas, 2010. "When More Alternatives Lead to Less Choice," Marketing Science, INFORMS, vol. 29(3), pages 507-524, 05-06.
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    12. Tassos Patokos, 2014. "Introducing Disappointment Dynamics and Comparing Behaviors in Evolutionary Games: Some Simulation Results," Games, MDPI, vol. 5(1), pages 1-25, January.
    13. George, Morris & Kumar, V. & Grewal, Dhruv, 2013. "Maximizing Profits for a Multi-Category Catalog Retailer," Journal of Retailing, Elsevier, vol. 89(4), pages 374-396.
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    18. Malone, Trey & Lusk, Jayson L., 2017. "The excessive choice effect meets the market: A field experiment on craft beer choice," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 67(C), pages 8-13.
    19. Terry Connolly & Jochen Reb, 2012. "Regret aversion in reason-based choice," Theory and Decision, Springer, vol. 73(1), pages 35-51, July.
    20. Jason T. Abaluck & Jonathan Gruber, 2009. "Choice Inconsistencies Among the Elderly: Evidence from Plan Choice in the Medicare Part D Program," NBER Working Papers 14759, National Bureau of Economic Research, Inc.
    21. Iyengar, Sheena S. & Kamenica, Emir, 2010. "Choice proliferation, simplicity seeking, and asset allocation," Journal of Public Economics, Elsevier, vol. 94(7-8), pages 530-539, August.
    22. Krähmer, Daniel & Stone, Rebecca, 2005. "Regret in Dynamic Decision Problems," Discussion Paper Series of SFB/TR 15 Governance and the Efficiency of Economic Systems 71, Free University of Berlin, Humboldt University of Berlin, University of Bonn, University of Mannheim, University of Munich.
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