Previous studies have demonstrated that a multitude of options can lead to choice overload, reducing decision quality. Through controlled experiments, we examine sequential choice architectures that enable the choice set to remain large while potentially reducing the effect of choice overload. A

prediction: larger choice sets induce a stronger preference for simple, easy-to-understand options. The first experiment demonstrates that, in seeming violation of the weak axiom of revealed preference, subjects are more likely to select a given sure bet over non-degenerate gambles when choosing from a set

, and multiple-purchase decisions. This paper shows that the ability to shop more e¢ ciently allows consumers to focus on …nding products that meet their exact speci…cations in di¤erentiated product categories. With uncertainty over product attributes, no single choice stands out as a clear favorite a priori, so

The choice-overload hypothesis states that increasing the number of alternatives reduces people’s motivation to choose. Possible adverse effects of choice overload in liberalized public service markets have been discussed repeatedly, however, an empirical evaluation of whether this holds true

A 2010 meta-analysis performed by Scheibehenne, Greifeneder, and Todd took 50 studies on choice overload (the phenomenon whereby greater numbers of options in a choice set lead to decreased satisfaction with the choice) and found the overall effect size between them to be effectively zero. Because

people who make choices for others are promotion focused. Drawing on regulatory focus theory, in particular work on errors of omission and commission, I hypothesize that people who make choices for others experience a reversal of the choice overload effect. In 6 studies, including a field study, I found

The choice overload hypothesis states that an increase in the number of options to choose from may lead to adverse consequences such as a decrease in the motivation to choose or the satisfaction with the finally chosen option. A number of studies found strong instances of choice overload in the lab

Researchers disagree whether large assortments increase or decrease satisfaction. By systematically examining and testing the two competing forces (variety effect, overload effect) underlying choice overload effects, we show why inconsistencies might exist. Further, we identify a new moderator

The “visual preference heuristic ” suggests that consumers prefer visual to verbal depiction of information in a product assortment. Images produce greater percep-tions of variety than text, which is appealing in assortment selection, but can result in choice complexity and overload when choice

«Choice overload, coordination and inequality: threehurdles to the effectiveness of the compensationmechanism?» Estelle MIDLER