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The impact of individual short-term memory capacity on choice overload effect: Is there stimulus specificity?

Author

Listed:
  • Chenyu Lv

    (Southwest University)

  • Ofir Turel

    (The University of Melbourne)

  • Qinghua He

    (Southwest University
    Southwest University
    Beijing Normal University)

Abstract

Too many choices result in choice overload, the effects of which are generally negative. The capacity of short-term memory also impacts the ability and efficiency of people to process multiple options or information, thus affecting the experience of choice. Using three different stimuli for measuring short-term memory capacity and an actual choice task, we provide converging evidence that short-term memory has a moderating effect on the choice overload effect (which is more likely to occur in individuals with poor short-term memory ability), but it is important to note that this moderation is stimulus-specific. That is to say, the choice overload effect of individuals in the picture choosing task is impacted solely by their short-term memory capacity of pictures, and has nothing to do with other stimulus types. It can help consumers and businesses better process the way information is presented to maximize short-term memory and reduce the occurrence of choice overload effect.

Suggested Citation

  • Chenyu Lv & Ofir Turel & Qinghua He, 2023. "The impact of individual short-term memory capacity on choice overload effect: Is there stimulus specificity?," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(4), pages 403-414, December.
    • Handle: RePEc:spr:decisn:v:50:y:2023:i:4:d:10.1007_s40622-023-00371-y
    DOI: 10.1007/s40622-023-00371-y
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