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Satisfaction in choice as a function of the number of alternatives: When "goods satiate" but "bads escalate"

Elena Reutskaja and Robin Hogarth (robin.hogarth@upf.edu)

Economics Working Papers from Department of Economics and Business, Universitat Pompeu Fabra

Abstract: Whereas people are typically thought to be better off with more choices, studies show that they often prefer to choose from small as opposed to large sets of alternatives. We propose that satisfaction from choice is an inverted U-shaped function of the number of alternatives. This proposition is derived theoretically by considering the benefits and costs of different numbers of alternatives and is supported by four experimental studies. We also manipulate the perceptual costs of information processing and demonstrate how this affects the resulting “satisfaction function.” We further indicate that satisfaction when choosing from a given set is diminished if people are made aware of the existence of other choice sets. The role of individual differences in satisfaction from choice is documented by noting effects due to gender and culture. We conclude by emphasizing the need to have an explicit rationale for knowing how much choice is “enough.”

Keywords: Consumer choice; perception of variety; tyranny of choice; visual perception; cultural differences; Leex (search for similar items in EconPapers)
JEL-codes: D12 M10 M31 (search for similar items in EconPapers)
Date: 2005-11, Revised 2006-05
New Economics Papers: this item is included in nep-cbe, nep-dcm and nep-mkt
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