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



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