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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© 2015 Elsevier B.V. Two experiments indicate that the attractiveness of options moderates the effect of choice overload. More attractive choices reduces consumers' satisfaction with the chosen option, but more unattractive ones increases it. This is because more choice highlights the weaknesses of attractive options but highlights the strengths of unattractive ones.
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