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 More

Featured

F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University

Read More

Featured

A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

Read More

Featured

O12. When do People Waste Time? Testing a Mechanism for Parkinson’s Law.

Holly S Howe, Duke University, USA
Tanya Chartrand, Duke 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.