When Do More Options Produce Worse Choice?
Does adding options improve choice accuracy? Prior research looks mostly at consumer reactions to more options. We explore if choices become more or less accurate when the number of options increases. Larger assortment sizes lead to lower choice accuracy. Decision aids increase choice accuracy with a larger number of alternatives.
Citation:
Shannon Duncan, Ulf Bockenholt, and Eric J Johnson (2018) ,"When Do More Options Produce Worse Choice?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 530-831.
Authors
Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Attribution of Authenticity: The Benefits of Self-Disclosure of Unfavorable Information
Li Jiang, Carnegie Mellon University, USA
Maryam Kouchaki, Northeastern University, USA
Francesca Gino, Harvard Business School, USA
Featured
Brands as Complex Social Processes
Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland
Featured
E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality
Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, USA