Positive affect moderates the impact of assortment size on choice satisfaction

Guergana Spassova, Alice Isen

Research output: Contribution to journalArticleResearchpeer-review

Abstract

The present research proposes that positive affect mitigates choice overload. Results from four studies show that whereas people in neutral affect feel less satisfied when choosing from a large relative to a small assortment, people in positive affect do not experience a decline in satisfaction and may even feel more satisfied when choosing from a large, relative to a small assortment. It is proposed that positive affect has these effects by shifting people s attention from the difficulty of the choice task to the quality of the assortment, as a basis for judgment of choice satisfaction.
Original languageEnglish
Pages (from-to)397 - 408
Number of pages12
JournalJournal of Retailing
Volume89
Issue number4
DOIs
Publication statusPublished - 2013

Cite this

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title = "Positive affect moderates the impact of assortment size on choice satisfaction",
abstract = "The present research proposes that positive affect mitigates choice overload. Results from four studies show that whereas people in neutral affect feel less satisfied when choosing from a large relative to a small assortment, people in positive affect do not experience a decline in satisfaction and may even feel more satisfied when choosing from a large, relative to a small assortment. It is proposed that positive affect has these effects by shifting people s attention from the difficulty of the choice task to the quality of the assortment, as a basis for judgment of choice satisfaction.",
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Positive affect moderates the impact of assortment size on choice satisfaction. / Spassova, Guergana; Isen, Alice.

In: Journal of Retailing, Vol. 89, No. 4, 2013, p. 397 - 408.

Research output: Contribution to journalArticleResearchpeer-review

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AB - The present research proposes that positive affect mitigates choice overload. Results from four studies show that whereas people in neutral affect feel less satisfied when choosing from a large relative to a small assortment, people in positive affect do not experience a decline in satisfaction and may even feel more satisfied when choosing from a large, relative to a small assortment. It is proposed that positive affect has these effects by shifting people s attention from the difficulty of the choice task to the quality of the assortment, as a basis for judgment of choice satisfaction.

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