Choosing How Many Options to Choose From: Does It Depend on Affective Priming?

When making purchase decisions, how many options do people wish to have available? Does this number depend on people’s affect towards the product? To address this, we combined two research areas, the “tyranny of too much choice” and “affective decision making”. We performed a feeling versus calculation priming manipulation to change people’s sensitivity towards the quantity of options to be chosen. In addition to testing whether this affected the perceived value of the options, we tested whether it similarly affected the size of the set that people preferred to choose from (which has rarely been investigated as a dependent variable).


Sebastian Hafenbradl, Ulrich Hoffrage, and Chris M. White (2009) ,"Choosing How Many Options to Choose From: Does It Depend on Affective Priming?", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1009-1009.


Sebastian Hafenbradl, University of Lausanne, Switzerland
Ulrich Hoffrage, University of Lausanne, Switzerland
Chris M. White, University of Lausanne, Switzerland


NA - Advances in Consumer Research Volume 36 | 2009

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