Attractiveness of options moderates the effect of choice overload

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Journal Article
International Journal of Research in Marketing, 2015, 32 (4), pp. 425 - 427
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Two experiments indicate that the attractiveness of options moderates the effect of choice overload. More attractive choices reduce consumers’ satisfaction with the chosen option, but more unattractive ones increase it. This is because more choice highlights the weaknesses of attractive options but highlights the strengths of unattractive ones.
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