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An Empirical Investigation into the Excessive-Choice Effect

Author

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  • Bharath Arunachalam
  • Shida R. Henneberry
  • Jayson L. Lusk
  • F. Bailey Norwood

Abstract

Recent marketing and psychological studies have shown that more choice does not always benefit consumers. This excessive-choice effect (ECE) is examined empirically using food items in four experiments. The first experiment investigates whether people would voluntarily reduce their choice-set size. The second seeks to replicate previous experimental results. The third and fourth experiments employ nonhypothetical Becker-DeGroot-Marschak (BDM) soda auctions and hypothetical ground beef choice experiments to further detect the prevalence of the ECE in alternative settings and explore the role of personality in decision tasks. Results suggest the ECE exists, but is less prevalent than previous studies suggest. Copyright 2007, Oxford University Press.

Suggested Citation

  • Bharath Arunachalam & Shida R. Henneberry & Jayson L. Lusk & F. Bailey Norwood, 2007. "An Empirical Investigation into the Excessive-Choice Effect," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(3), pages 810-825.
    • Handle: RePEc:oup:ajagec:v:91:y:2007:i:3:p:810-825
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    File URL: http://hdl.handle.net/10.1111/j.1467-8276.2009.01260.x
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    Cited by:

    1. Lauren S. Carroll & Mathew P. White & Sabine Pahl, 2011. "The impact of excess choice on deferment of decisions to volunteer," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 6(7), pages 629-637, October.
    2. Moser, Riccarda & Raffaelli, Roberta & Thilmany, Dawn D., 2011. "Consumer Preferences for Fruit and Vegetables with Credence-Based Attributes: A Review," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(2), pages 1-22, May.
    3. repec:cup:judgdm:v:6:y:2011:i:7:p:629-637 is not listed on IDEAS
    4. Mann, John T. & Henneberry, Shida Rastegari, 2012. "Undergraduate Students’ Preferences and Willingness to Pay for College Course Attributes," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124946, Agricultural and Applied Economics Association.

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