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Paradox of choice: The influence of assortment size on customer satisfaction
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Orientador(es)
Resumo(s)
Recently researchers showed that more choice is not always better. Choosing from large
assortments can be overwhelming, raising expectations and decreasing overall level of
consumer satisfaction. Author contributes to existing overchoice studies by using real
assortment of online stores to find influence of assortment size on customer satisfaction. 90
students participated in the main experiment, where they chose a smartphone case for their
friend. Results of the study show that large assortment size leads to higher expectations,
higher choice difficulty and higher level of satisfaction. This research does not show
overchoice presence and author suggests future studies could focus more on assortment
variety and more personal characteristics of consumers, like preference uncertainty.
Descrição
Palavras-chave
Assortment size Satisfaction Expectations Overchoice Choice overload