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The Role of the Brand on Choice Overload

Author

Listed:
  • Raffaella Misuraca

    (University of Palermo
    Washington State University)

  • Francesco Ceresia

    (University of Palermo)

  • Ursina Teuscher

    (Portland State University)

  • Palmira Faraci

    (Università di Enna “Kore”)

Abstract

Current research on choice overload has been mainly conducted with choice options not associated with specific brands. This study investigates whether the presence of brand names in the choice set affects the occurrence of choice overload. Across four studies, we find that when choosing among an overabundance of alternatives, participants express more positive feelings (i.e., higher satisfaction/confidence, lower regret and difficulty) when all the options of the choice set are associated with familiar brands, rather than unfamiliar brands or no brand at all. We also find that choice overload only appears in the absence of brand names, but disappears when all options contain brand names—either familiar or unfamiliar. Theoretical and practical implications are discussed.

Suggested Citation

  • Raffaella Misuraca & Francesco Ceresia & Ursina Teuscher & Palmira Faraci, 2019. "The Role of the Brand on Choice Overload," Mind & Society: Cognitive Studies in Economics and Social Sciences, Springer;Fondazione Rosselli, vol. 18(1), pages 57-76, June.
    • Handle: RePEc:spr:minsoc:v:18:y:2019:i:1:d:10.1007_s11299-019-00210-7
    DOI: 10.1007/s11299-019-00210-7
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    References listed on IDEAS

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    1. 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.
    2. Cassie Mogilner & Tamar Rudnick & Sheena S. Iyengar, 2008. "The Mere Categorization Effect: How the Presence of Categories Increases Choosers' Perceptions of Assortment Variety and Outcome Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 202-215, June.
    3. repec:cup:judgdm:v:3:y:2008:i::p:371-388 is not listed on IDEAS
    4. Fasolo, Barbara & Misuraca, Raffaella & McClelland, Gary H., 2003. "Individual differences in adaptive choice strategies," Research in Economics, Elsevier, vol. 57(3), pages 219-233, September.
    5. Daniel Ellsberg, 1961. "Risk, Ambiguity, and the Savage Axioms," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 75(4), pages 643-669.
    6. Cassie Mogilner & Tamar Rudnick & Sheena Iyengar, 2008. "The Mere Categorization Effect: How the Presence of Categories Increases Choosers' Perceptions of Assortment Variety," Economics Working Papers 0070, Institute for Advanced Study, School of Social Science.
    7. Chernev, Alexander, 2003. "When More Is Less and Less Is More: The Role of Ideal Point Availability and Assortment in Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 170-183, September.
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    Cited by:

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    2. Charles Hugh Wilkie, Dean & Mirzaei, Abas & Pham, Ngoc & Johnson, Lester W., 2022. "Reassessing product line breadth effectiveness: The role of heterogeneity, moderation, and cumulative effects," Journal of Business Research, Elsevier, vol. 149(C), pages 434-447.

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