Choice Overload Or Time Stress: What Determines Purchase Decisions For Airline Tickets?

We conduct a multi-method study to investigate the interaction between assortments and time pressure in the context of consumer search for airline-tickets. We find larger choice sets result in purchase deferral further from deadlines due to the uncertainty regarding alternatives and recent price changes that contribute to perceived time pressure.


Ammara Mahmood, Boshuo Go, and Catarina Sismeiro (2016) ,"Choice Overload Or Time Stress: What Determines Purchase Decisions For Airline Tickets?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 548-550.


Ammara Mahmood, City University London, UK
Boshuo Go, Imperial College London, UK
Catarina Sismeiro, Imperial College London, UK


NA - Advances in Consumer Research Volume 44 | 2016

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