Less may be more when choosing is difficult: choice complexity and too much choice.

Area of Science:

• Consumer Psychology
• Decision Science
• Behavioral Economics

Background:

• Consumers often desire numerous options, but research indicates an excess of choice can negatively impact satisfaction.
• The 'too-much-choice' effect describes this phenomenon where abundant alternatives lead to decreased post-choice satisfaction.

Purpose of the Study:

• To investigate the role of choice complexity in the 'too-much-choice' effect.
• To examine how both the number of alternatives and the number of differentiating attributes influence choice complexity and consumer satisfaction.

Main Methods:

• Two experiments were conducted, orthogonally manipulating the number of alternatives and the number of attributes.
• Participants' decision-making processes and post-choice satisfaction were measured under varying choice set conditions.

Main Results:

• A significant 'too-much-choice' effect, characterized by reduced satisfaction, was observed when alternatives were differentiated by numerous attributes.
• This effect was not evident when alternatives had fewer differentiating attributes, suggesting attribute complexity moderates the impact of choice quantity.

Conclusions:

• Choice complexity, influenced by both the quantity of options and their attribute differentiation, plays a critical role in the 'too-much-choice' effect.
• Marketing strategies should consider attribute complexity, not just the number of product choices, to optimize consumer satisfaction and decision outcomes.