Attractiveness of options moderates the effect of choice overload

Eugene Y. Chan

Research output: Contribution to journalArticleResearchpeer-review

6 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)425-427
Number of pages3
JournalInternational Journal of Research in Marketing
Issue number4
Publication statusPublished - Dec 2015
Externally publishedYes

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