When More Is Merrier Indeed: the Impact of Product Involvement on Choice

Product involvement is shown to moderate the More-is-Less effect. High-involved participants like options more from larger than smaller assortments. This More-is-Merrier effect is affect-based and mediated by choice-option exploration. Default options increase choice satisfaction for low-involved consumers, whereas delayed consumption of the chosen option reduces choice satisfaction for high-involved consumers.



Citation:

Maria Aladjem and Ulf Böckenholt (2011) ,"When More Is Merrier Indeed: the Impact of Product Involvement on Choice", 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.

Authors

Maria Aladjem, VU University Amsterdam, The Netherlands
Ulf Böckenholt, McGill University, Canada and Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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