Do too many choices have negative consequences? An empirical review
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Abstract
Various experiments demonstrated that having «too much choice» has negative consequences on the motivation to choose and on the satisfaction with the chosen option. However, the literature reports conflicting results showing that choosing from large assortments has advantages. This paper reviews the main empirical results in favor and against the negative effect of too much choice and identifies possible directions for further research.
Keywords
- Decision complexity
- choice overload
- tyranny of choice
- too-much-choice effect
- consumer hyperchoice
