The Choice Removal Effect

The present research explores the common practice of removing options from a choice set before making a final decision, named here the choice-removal effect. Results indicate that choice-removal results in sub-optimal outcomes and can decreased satisfaction with the choice, but does not make the decision process easier.


Brian Gillespie, William Ryall Carroll, and Christian Otto (2020) ,"The Choice Removal Effect", 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: 314-315.


Brian Gillespie, University of New Mexico, USA
William Ryall Carroll, St. John's University, USA
Christian Otto,


NA - Advances in Consumer Research Volume 48 | 2020

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