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Attractiveness of options moderates the effect of choice overload

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  • Chan, Eugene Y.

Abstract

Two experiments indicate that the attractiveness of options moderates the effect of choice overload. More attractive choices reduces consumers' satisfaction with the chosen option, but more unattractive ones increases it. This is because more choice highlights the weaknesses of attractive options but highlights the strengths of unattractive ones.

Suggested Citation

  • Chan, Eugene Y., 2015. "Attractiveness of options moderates the effect of choice overload," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 425-427.
    • Handle: RePEc:eee:ijrema:v:32:y:2015:i:4:p:425-427
    DOI: 10.1016/j.ijresmar.2015.04.001
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    References listed on IDEAS

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    1. John T. Gourville & Dilip Soman, 2005. "Overchoice and Assortment Type: When and Why Variety Backfires," Marketing Science, INFORMS, vol. 24(3), pages 382-395, July.
    2. Benjamin Scheibehenne & Rainer Greifeneder & Peter M. Todd, 2010. "Can There Ever Be Too Many Options? A Meta-Analytic Review of Choice Overload," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 409-425, October.
    3. Claudia Townsend & Barbara E. Kahn, 2014. "The "Visual Preference Heuristic": The Influence of Visual versus Verbal Depiction on Assortment Processing, Perceived Variety, and Choice Overload," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(5), pages 993-1015.
    4. Stephen J. Hoch & Eric T. Bradlow & Brian Wansink, 1999. "The Variety of an Assortment," Marketing Science, INFORMS, vol. 18(4), pages 527-546.
    5. Yangjie Gu & Simona Botti & David Faro, 2013. "Turning the Page: The Impact of Choice Closure on Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(2), pages 268-283.
    6. Hsee, Christopher K & Leclerc, France, 1998. "Will Products Look More Attractive When Presented Separately or Together?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 175-186, September.
    7. Baron, Jonathan & Ritov, Ilana, 1994. "Reference Points and Omission Bias," Organizational Behavior and Human Decision Processes, Elsevier, vol. 59(3), pages 475-498, September.
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    Cited by:

    1. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    2. Mathmann, Frank & Chylinski, Mathew & de Ruyter, Ko & Higgins, E. Tory, 2017. "When Plentiful Platforms Pay Off: Assessment Orientation Moderates the Effect of Assortment Size on Choice Engagement and Product Valuation," Journal of Retailing, Elsevier, vol. 93(2), pages 212-227.

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