| By: |
Liu, Pengcheng;
Xie, Qing;
You, Yi;
Dong, Qingqing |
| Abstract: |
Consumers are presented with increasingly difficult choice tasks and are
experiencing more choice overload during the decision-making process. Based on
the emotion-imbued choice model and incorporating subjective state
consequences into the framework of experienced utility, this research
constructed a systematic scale to measure choice overload in several
decision-making stages. This research conducted three experiments using liquid
milk as a consumption product to test whether choice overload would be
influenced by increasing the number of attributes, adding similar options, and
information nudges, and whether this effect would be heterogeneous in consumer
characteristics. Results indicate that more attributes and the addition of
similar options would increase the perceived difficulty of choice and result
in negative emotions, while information nudges might lessen choice overload
and help consumers make decisions. Besides, consumers’ pursuit of maximization
also determines their perceived choice overload; maximizers are more likely to
experience choice overload than satisficers. |
| Keywords: |
Consumer/Household Economics, Food Consumption/Nutrition/Food Safety |
| Date: |
2024–08–07 |
| URL: |
https://d.repec.org/n?u=RePEc:ags:cfcp15:344272 |