Construal Level Theory Explains the Occurrence of Choice Overload Effects

This research demonstrates how desirability versus feasibility mindsets explain choice overload effects. Consumers who are exposed to large (small) choice-sets construe impending tasks concretely (abstractly), and weigh desirability attributes less (more) than feasibility attributes. Subsequently, the triggered feasibility mindset decreases the willingness to consume products selected from large choice-sets.



Citation:

Ulku Yuksel and Nguyen Thai (2015) ,"Construal Level Theory Explains the Occurrence of Choice Overload Effects ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 333-333.

Authors

Ulku Yuksel, The University of Sydney Business School, Australia
Nguyen Thai, The University of Sydney Business School, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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