Choice Set Size Shapes Self-Expression.

Area of Science:

• Consumer Psychology
• Behavioral Economics
• Social Psychology

Background:

• The relationship between choice set size and consumer behavior is complex.
• Previous research has explored how choice overload can negatively impact decision-making.
• The role of self-expression in the context of choice quantity remains less understood.

Purpose of the Study:

• To investigate how the size of an assortment influences perceived self-expression.
• To examine the mediating role of self-expression in the relationship between choice set size and outcomes like satisfaction and sharing.
• To identify contextual factors (choice domain, culture) that moderate the effect of choice set size on perceived self-expression.

Main Methods:

• Six experimental studies with a total of 3,549 participants.
• Random assignment to varying choice set sizes.
• Measurement of perceived self-expression, choice satisfaction, public sharing likelihood, and perceived choice importance.
• Moderation analyses involving choice domain and cultural context.

Main Results:

• Participants choosing from larger assortments reported higher perceived self-expression, irrespective of preference satisfaction.
• The positive effect of choice set size on perceived self-expression was moderated by the choice domain and cultural context, being stronger when choices had identity-expressive potential.
• Self-expression significantly mediated the impact of choice set size on choice satisfaction, public sharing, and perceived importance.

Conclusions:

• Choice set size significantly shapes consumers' perceptions of self-expression.
• Perceived self-expression acts as a key mediator linking choice quantity to decision outcomes.
• The findings offer a meaning-based perspective on choice quantity effects and suggest future research directions.