Choice Overload, Does It Really Exist?: a Neurophysiological Assessment of Consumers’ Responses to “The Paradox of Choice”

We contribute to the debate of choice overload by concluding that the psychophysiological measures collected through an eye-tracker and face-reader indicate that consumers not only experience an increased level in cognitive load when selecting from a large set of options, but also experience negative emotions in the decision-making process.



Citation:

Anshu Suri, Sylvain Sénécal, and PIERRE-MAJORIQUE LÉGER (2020) ,"Choice Overload, Does It Really Exist?: a Neurophysiological Assessment of Consumers’ Responses to “The Paradox of Choice”", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1187-1187.

Authors

Anshu Suri, HEC Montreal, Canada
Sylvain Sénécal, HEC Montreal, Canada
PIERRE-MAJORIQUE LÉGER, HEC Montreal, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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