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.


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.


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


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


Making the Wait Worthwhile: Mental Accounting and the Effect of Waiting in Line on Consumption

Chris Hydock, Georgetown University, USA
Sezer Ulku, Georgetown University, USA
Shiliang Cui, Georgetown University, USA

Read More


A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More


G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University

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.