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Commentary on Scheibehenne, Greifeneder, and Todd Choice Overload: Is There Anything to It?

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  • Alexander Chernev
  • Ulf Böckenholt
  • Joseph Goodman

Abstract

Can there ever be too many options? We argue that because choice overload has multiple antecedents, simply searching for a main effect across all conditions and a single "sufficient" condition that is likely to solely predict this effect is not informative. Moreover, because prior research has documented multiple instances in which an abundance of options leads to choice overload, the interesting question is not whether choice overload occurs but when it occurs. The answer to this question is unlikely to stem from testing for the presence of a single main effect using the traditional meta-analytic approach. Instead, research would benefit from a theory-based meta-analysis that tests the validity of a conceptual model of choice overload capturing the underlying psychological processes. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Alexander Chernev & Ulf Böckenholt & Joseph Goodman, 2010. "Commentary on Scheibehenne, Greifeneder, and Todd Choice Overload: Is There Anything to It?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 426-428, October.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:3:p:426-428
    DOI: 10.1086/655200
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    Cited by:

    1. Thiene, Mara & Swait, Joffre & Scarpa, Riccardo, 2017. "Choice set formation for outdoor destinations: The role of motivations and preference discrimination in site selection for the management of public expenditures on protected areas," Journal of Environmental Economics and Management, Elsevier, vol. 81(C), pages 152-173.
    2. Christoph Engel, 2015. "Tacit Collusion: The Neglected Experimental Evidence," Journal of Empirical Legal Studies, John Wiley & Sons, vol. 12(3), pages 537-577, September.
    3. Ong, David, 2021. "Predicting choice-averse and choice-loving behaviors in a field experiment with actual shoppers," Journal of Economic Behavior & Organization, Elsevier, vol. 188(C), pages 46-71.
    4. David Ong, 2021. "Choice averse behavior and sampling risk: a field experiment with actual shoppers," Framed Field Experiments 00547, The Field Experiments Website.
    5. 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.
    6. Stephen S. Holden & Natalina Zlatevska & Chris Dubelaar, 2016. "Whether Smaller Plates Reduce Consumption Depends on Who's Serving and Who's Looking: A Meta-Analysis," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(1), pages 134-146.
    7. Spassova, Gerri & Isen, Alice M., 2013. "Positive affect moderates the impact of assortment size on choice satisfaction," Journal of Retailing, Elsevier, vol. 89(4), pages 397-408.

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