How Much Choice Is Too Much? a Machine Learning Based Meta-Analysis of Choice Overload

Although there is ample evidence in support of the choice overload hypothesis, the answer to when excessive choice impedes decision satisfaction remains inconsistent.  This paper develops a novel machine-learning based meta-analytic technique to offer a simple explanation for the inconsistent conclusions reported in the literature.


Nan Zhang and Heng Xu (2019) ,"How Much Choice Is Too Much? a Machine Learning Based Meta-Analysis of Choice Overload", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 942-942.


Nan Zhang, American University, USA
Heng Xu, American University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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