Choice Overload With Repeated Choice Exposures: the Role of Preference Retrieval and Variety

Simona Botti, London Business School, UK
Sheena Iyengar, Columbia University, USA
Yangjie Gu, London Business School, UK
Research on the psychological conflicts underlying choice overload has investigated one-off choices, whereas consumers often experience repeated choice exposures over time. We show that when consumers cannot retrieve their initial preferences, the choice overload effect reverses and choosing from smaller sets generates less decision confidence than choosing from larger sets.
[ to cite ]:
Simona Botti, Sheena Iyengar, and Yangjie Gu (2012) ,"Choice Overload With Repeated Choice Exposures: the Role of Preference Retrieval and Variety ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 266-270.