TY - JOUR
T1 - Attractiveness of options moderates the effect of choice overload
AU - Chan, Eugene Y.
PY - 2015/12
Y1 - 2015/12
N2 - Two experiments indicate that the attractiveness of options moderates the effect of choice overload. More attractive choices reduce consumers' satisfaction with the chosen option, but more unattractive ones increase it. This is because more choice highlights the weaknesses of attractive options but highlights the strengths of unattractive ones.
AB - Two experiments indicate that the attractiveness of options moderates the effect of choice overload. More attractive choices reduce consumers' satisfaction with the chosen option, but more unattractive ones increase it. This is because more choice highlights the weaknesses of attractive options but highlights the strengths of unattractive ones.
UR - https://www-scopus-com.ezproxy.lib.monash.edu.au/record/display.uri?eid=2-s2.0-84949099391&origin=resultslist&
U2 - 10.1016/j.ijresmar.2015.04.001
DO - 10.1016/j.ijresmar.2015.04.001
M3 - Article
SN - 0167-8116
VL - 32
SP - 425
EP - 427
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
IS - 4
ER -