(When) Does Choice Overload Occur? - a Meta-Analysis

Benjamin Scheibehenne, Indiana University, USA
Rainer Greifeneder, University of Mannheim, Germany
Peter M. Todd, Indiana University, USA
The choice overload or too-much-choice effect states that having too many options to choose from may decrease the motivation to choose or the satisfaction with the finally chosen option. While past studies report strong instances of this effect, others found no effect or the opposite effect. In a meta-analysis across 50 published and unpublished experiments we find that the effect is less robust than previously thought, with a mean effect size across all studies of zero even when controlling for several previously proposed moderators. The findings do not rule out the possibility that future research may find reliable moderators.
[ to cite ]:
Benjamin Scheibehenne, Rainer Greifeneder, and Peter M. Todd (2010) ,"(When) Does Choice Overload Occur? - a Meta-Analysis", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 499-499 .