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



Share Proceeding

Featured papers

See More

Featured

Mere and Near Completion

Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA

Read More

Featured

Conjuring Creativity: The Impact of Fear

Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA

Read More

Featured

Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, 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.