Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Concept Videos

Reason and Intuition01:37

Reason and Intuition

5.9K
The human brain processes information for decision-making using one of two routes: an intuitive system and a rational system (Epstein, 1994; popularized by Kahneman, 2011 as System 1 and System 2, respectively). The intuitive system is quick, impulsive, and operates with minimal effort, relying on emotions or habits to provide cues for what to do next, while the rational system is logical, analytical, deliberate, and methodical. Research in neuropsychology suggests that the...
5.9K
Decision Making01:20

Decision Making

1.1K
Decision-making is a fundamental cognitive process that involves evaluating alternatives and selecting among them. This process can range from simple choices, such as deciding what to wear, to complex decisions, like choosing a major in college or a career path. The complexity of the decision often dictates the approach we use, which can be broadly categorized into two types: automatic and controlled decision-making.
Automatic decision-making is fast, intuitive, and relies on gut feelings...
1.1K
The Availability Heuristic01:08

The Availability Heuristic

6.1K
A heuristic is a general problem-solving framework (Tversky & Kahneman, 1974). You can think of these as mental shortcuts that are used to solve problems. Different types of heuristics are used in different types of situations, and the impulse to use a heuristic occurs when one of five conditions is met (Pratkanis, 1989):
6.1K
Frustration and Conflict: Avoidance-Avoidance, Double-Approach Avoidance01:14

Frustration and Conflict: Avoidance-Avoidance, Double-Approach Avoidance

901
Avoidance-avoidance conflict refers to a psychological situation where a person must choose between two or more unpleasant alternatives. These conflicts are particularly stressful because neither option is desirable. This dilemma is often expressed in sayings like "caught between a rock and a hard place" or "between the devil and the deep blue sea." For instance, individuals who fear dental procedures may find themselves torn between enduring a painful toothache or facing the...
901
Confirmation Biases01:31

Confirmation Biases

6.0K
The confirmation bias is the tendency to focus on information that confirms our existing beliefs and ignore information that is inconsistent with our expectations. For example, if you think that your professor is not very nice, you notice all of the instances of rude behavior exhibited by the professor while ignoring the countless pleasant interactions he is involved in on a daily basis. Have you ever fallen prey to the confirmation bias, either as the source or target of such bias?
6.0K
Decision Making: P-value Method01:09

Decision Making: P-value Method

5.8K
The process of hypothesis testing based on the P-value method includes calculating the P- value using the sample data and interpreting it.
First, a specific claim about the population parameter is proposed. The claim is based on the research question and is stated in a simple form. Further, an opposing statement to the claim  is also stated. These statements can act as null and alternative hypotheses:  a null hypothesis would be a neutral statement while the alternative hypothesis can...
5.8K

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

Adoption and utilization of India's eSanjeevani national telemedicine service.

Oxford open digital health·2025
Same author

National Consensus Statement on Role of Bisoprolol across Cardiovascular Continuum: Special Focus on Women.

The Journal of the Association of Physicians of India..·2025
Same author

Telehealth as a Strategy for Health Equity: A Scoping Review of Telehealth in India During and Following the COVID-19 Pandemic for People with Disabilities.

Telemedicine journal and e-health : the official journal of the American Telemedicine Association·2024
Same author

Aging Impairs Inhibitory Control Over Incidental Cues: A Construal-Level Perspective.

Psychological science·2021
Same author

Meta-analysis of multidecadal biodiversity trends in Europe.

Nature communications·2020
Same author

Prevalence of hypertension among Indian adults: Results from the great India blood pressure survey.

Indian heart journal·2019

Related Experiment Video

Updated: Apr 26, 2026

The Adventures of Fundi Intervention Based on the Cognitive and Emotional Processing in Attention Deficit Hyperactive Disorder Patients
05:48

The Adventures of Fundi Intervention Based on the Cognitive and Emotional Processing in Attention Deficit Hyperactive Disorder Patients

Published on: June 12, 2020

5.4K

When knowledge is demotivating: subjective knowledge and choice overload.

Liat Hadar1, Sanjay Sood2

  • 1Arison School of Business, Interdisciplinary Center (IDC) Herzliya lhadar@idc.ac.il.

Psychological Science
|July 20, 2014
PubMed
Summary
This summary is machine-generated.

More choices can be overwhelming, but this depends on your expertise. Low subjective knowledge (SK) leads to increased purchase willingness with more options, while high SK results in decreased willingness due to choice overload.

Keywords:
choice overloadchoice-set sizesubjective knowledge

More Related Videos

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance
13:20

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance

Published on: December 5, 2025

1.4K
Experimental Research Examining How People Can Cope with Uncertainty Through Soft Haptic Sensations
09:07

Experimental Research Examining How People Can Cope with Uncertainty Through Soft Haptic Sensations

Published on: September 16, 2015

8.6K

Related Experiment Videos

Last Updated: Apr 26, 2026

The Adventures of Fundi Intervention Based on the Cognitive and Emotional Processing in Attention Deficit Hyperactive Disorder Patients
05:48

The Adventures of Fundi Intervention Based on the Cognitive and Emotional Processing in Attention Deficit Hyperactive Disorder Patients

Published on: June 12, 2020

5.4K
Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance
13:20

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance

Published on: December 5, 2025

1.4K
Experimental Research Examining How People Can Cope with Uncertainty Through Soft Haptic Sensations
09:07

Experimental Research Examining How People Can Cope with Uncertainty Through Soft Haptic Sensations

Published on: September 16, 2015

8.6K

Area of Science:

  • Consumer Psychology
  • Decision Making Science
  • Behavioral Economics

Background:

  • Consumers often prefer more choices, but excessive options can negatively impact motivation, satisfaction, and action.
  • The impact of choice quantity on consumer behavior is a complex area requiring further investigation.

Purpose of the Study:

  • To investigate how subjective knowledge (SK) moderates the relationship between the number of choice options and willingness to purchase.
  • To explore the underlying mechanisms influencing this moderation effect.

Main Methods:

  • Three experimental studies were conducted to examine the effect of choice quantity on purchase intentions.
  • Participants' subjective knowledge levels were assessed, and their willingness to purchase was measured under varying choice conditions.

Main Results:

  • A paradoxical effect was observed: individuals with low subjective knowledge (low-SK) showed increased willingness to purchase as the number of options grew ('more is better').
  • Conversely, individuals with high subjective knowledge (high-SK) exhibited decreased purchase willingness with more options, aligning with choice overload theory.
  • The informativeness of product features and subjective knowledge were found to mediate these effects.

Conclusions:

  • Subjective knowledge is a critical moderator in the choice overload effect, influencing how consumers respond to varying numbers of options.
  • Marketing strategies should consider the subjective knowledge level of the target audience when designing product assortments to optimize consumer engagement and purchase decisions.