When More Is Merrier Indeed: the Impact of Product Involvement on Choice

Maria Aladjem, VU University Amsterdam, The Netherlands
Ulf Böckenholt, McGill University, Canada and Northwestern University, USA
Product involvement is shown to moderate the More-is-Less effect. High-involved participants like options more from larger than smaller assortments. This More-is-Merrier effect is affect-based and mediated by choice-option exploration. Default options increase choice satisfaction for low-involved consumers, whereas delayed consumption of the chosen option reduces choice satisfaction for high-involved consumers.
[ to cite ]:
Maria Aladjem and Ulf Böckenholt (2011) ,"When More Is Merrier Indeed: the Impact of Product Involvement on Choice", 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.