Attractiveness of options moderates the effect of choice overload

Publisher:
Elsevier
Publication Type:
Journal Article
Citation:
International Journal of Research in Marketing, 2015, 32 (4), pp. 425 - 427
Issue Date:
2015-12-04
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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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