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Leaving the store empty‐handed: Testing explanations for the too‐much‐choice effect using decision field theory by Ryan K. Jessup; Elizabeth S. Veinott; Peter M. Todd; Jerome R. Busemeyer is a Business, Management and Accounting article available to read on EtoBox.

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## Abstract Economic theories of choice suggest that more options are better, and people should prefer choosing from among more options to find their most valued alternative. But in an intriguing counter‐example, Iyengar and Lepper (2000) observed that while people were attracted to more options while shopping, the larger set size increased the likelihood that they would leave the store empty‐handed. Surprisingly, this too‐much‐choice effect has not been consistently observed in situations where it would be expected (e.g., Chernev, 2003; Scheibehenne, 2008). This paper describes boundary conditions for the too‐much‐choice effect that were determined by evaluating three different psychological explanations within a unified theoretical framework, decision field theory (Busemeyer & Townsend, 1993). The effect of environmental structure on choice was also tested by varying the distribution of quality in the option sets between low variance (roughly uniform) and high variance (exponential distribution). Based on these simulations, two explanations were identified that differentially predicted the too‐much‐choice effect: avoiding choice when the most preferred option changes too often, o

Who reads Leaving the store empty‐handed: Testing explanations for the too‐much‐choice effect using decision field theory?

Author

Ryan K. Jessup; Elizabeth S. Veinott; Peter M. Todd; Jerome R. Busemeyer

Publisher

John Wiley and Sons; Wiley (John Wiley & Sons); John Wiley & Sons Inc.; Wiley (ISSN 0742-6046)

Published

2009

Language

EN

Field

Business, Management and Accounting (Social Sciences)