Pukšić, Davor.
(2014).
Choice overload and the effect of limiting the number of alternatives on choice satisfaction.
Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Psychology.
[mentor Galić, Zvonimir].
Abstract
Choice overload has recently been an often studied and debated topic, and refers to the negative consequences that we feel after making a decision between a large number of alternatives. The aim of this study was to determine the existence of choice overload when there are no dominant alternatives, participants are not experts in the field from which they have to choose while the alternatives differ on complementary attributes, and also to examine the effect of limiting the number of alternatives on choice satisfaction. Data was collected from 244 psychology students aged 18 to 28 years. Participants had to choose between three or nine exotic summer destinations or tablets, while some participants were shown all nine alternatives, but afterwards they had to choose between a limited choice of three options. The study found evidence of choice overload only when the participants had to choose between tablets. On the other hand, the study showed that limiting the number of choices had a negative impact on choice satisfaction.
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