Professional article
Open access

What moderates the too-much-choice effect?

Published inPsychology & marketing, vol. 26, no. 3, no. Assortment Structure and Choice, p. 229-253
Publication date2009

Core theories in economics, psychology, and marketing suggest that decision makers benefit from having more choice. In contrast, according to the too-much-choice effect, having too many options to choose from may ultimately decrease the motivation to choose and the satisfaction with the chosen option. To reconcile these two positions, we tested whether there are specific conditions in which the too-much-choice effect is more or less likely to occur. In three studies with a total of 598 participants, we systematically investigated the moderating impact of choice set sizes, option attractiveness, and whether participants had to justify their choices. We also tested the moderating role of search behavior, domain-specific expertise, and participants' tendency to maximize, in a within-subject design. Overall, only choice justification proved to be an effective moderator, calling the extent of the too-much-choice effect into question. We provide a theoretical account for our findings and discuss possible pathways for future research.

Citation (ISO format)
SCHEIBEHENNE, Benjamin, TODD, Peter M., GREIFENEDER, Rainer. What moderates the too-much-choice effect? In: Psychology & marketing, 2009, vol. 26, n° 3, p. 229–253. doi: 10.1002/mar.20271
Main files (1)
Article (Published version)
ISSN of the journal0742-6046

Technical informations

Creation10/13/2015 11:38:00 PM
First validation10/13/2015 11:38:00 PM
Update time03/14/2023 11:45:12 PM
Status update03/14/2023 11:45:11 PM
Last indexation01/16/2024 7:16:53 PM
All rights reserved by Archive ouverte UNIGE and the University of GenevaunigeBlack