Construal Level Theory Explains the Occurrence of Choice Overload Effects

Ulku Yuksel, The University of Sydney Business School, Australia
Nguyen T Thai, The University of Sydney Business School, Australia
This research demonstrates how desirability/feasibility mindset explains choice overload effects. Consumers who are exposed to large (small) choice-sets construe impending tasks concretely (abstractly), and weigh desirability attributes less (more) than feasibility attributes. Subsequently, the triggered feasibility mindset decreases the preference for large assortments.
[ to cite ]:
Ulku Yuksel and Nguyen T Thai (2015) ,"Construal Level Theory Explains the Occurrence of Choice Overload Effects ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 816-816.