Set and Option Attractiveness As Moderators of the ‘Too Much Choice’ Phenomenon

Leilei Gao, Chinese University of Hong Kong, China
Itamar Simonson, Stanford University, USA
We show that the presence (or lack thereof) of the “too much choice” phenomenon depends on the order in which consumers make purchase decisions. Specifically, if consumers first choose an option from a set and then decide whether to buy, a larger set decreases purchase likelihood. Conversely, when consumers first decide whether to buy and then select an option, a larger set increases purchase likelihood.
[ to cite ]:
Leilei Gao and Itamar Simonson (2011) ,"Set and Option Attractiveness As Moderators of the ‘Too Much Choice’ Phenomenon", 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.