Take It Easy: Removing Time Constraints Mitigates Choice Overload

Yoel Inbar, Cornell Univesity, USA
Karlene Hanko, University of Cologne, Germany
Simona Botti, London Business School, UK
Thomas Gilovich, Cornell University, USA
Choosing from more, rather than fewer, options can often paradoxically reduce satisfaction with one’s choice. We investigate the role of time pressure as a moderator of this choice overload effect and show that when consumers have ample time to make a choice, they are equally happy with the outcome of this choice regardless of set size. Moreover, it is the subjective feeling of being rushed that accounts for the reduced satisfaction and increased regret consumers experience when choosing from a large set.
[ to cite ]:
Yoel Inbar, Karlene Hanko, Simona Botti, and Thomas Gilovich (2009) ,"Take It Easy: Removing Time Constraints Mitigates Choice Overload", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 157-160.