When and Why Having More Can Feel Worse Than Having Less

Haiyang Yang, INSEAD, Singapore
Ziv Carmon, INSEAD, France
We investigate the impact of consumption set size on satisfaction, showing why for sets of goods, in which each good is worse than others on one or more dimensions, consumers can derive more satisfaction from consuming one of the goods than from multiple ones.
[ to cite ]:
Haiyang Yang and Ziv Carmon (2011) ,"When and Why Having More Can Feel Worse Than Having Less", 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.