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

Share Proceeding

Featured papers

See More


D5. Bragging about Effort? Personal Effort Decreases Word-of-Mouth

JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More


A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior

Julian K Saint Clair, Loyola Marymount University, USA

Read More


The Psychology of Fun: Inquiry into Consumers' Fun Experiences

Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.