Can Thinking Abstractly Help Choosing From Large Assortments?

Jing Xu, Peking University, Beijing, China
Zixi Jiang, Peking University, China
Ravi Dhar, Yale University, USA
Experienced choice conflict depends on how options are represented. Three experiments demonstrated that, when facing large assortments, participants activated with a higher level of representation found options more similar to one another, experienced less choice difficulty, and reported greater satisfaction than those activated with a lower level of representation.
[ to cite ]:
Jing Xu, Zixi Jiang, and Ravi Dhar (2011) ,"Can Thinking Abstractly Help Choosing From Large Assortments? ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.