How Does Choice Overload Affect Consumer Behavior: Experiments Based on Certain Consumer Groups

Jianxiang Pan () and Wanying Li
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Jianxiang Pan: GEMS Dubai American Academy
Wanying Li: Guangdong University of Foreign Studies, Faculty of Asian Language and Cultures

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 382-388 from Springer

Abstract: Abstract A common notion of consumer behavior is the more choices, the more economically rational. However, this study challenges the extent to which the notion is valid because in the field of standard economics, it is a valid assumption. Humans have been concluded according to previous studies to be faced with choice overload- a situation occurring whenever humans are faced with too many choices. They start to feel overwhelmed and become less economically rational. This study takes “choice overload” further and aims to discover whether or not choice overload is affecting individuals to different extents, depending on their relative economic status and how much “choice overload” is relatively present. Experiments are to be conducted in four different supermarkets, two in high-end supermarkets (Draegers and Erewhon) and the other two in normal supermarkets (Trader Joe’s and Walmart). In each supermarket, two booths, one containing six jam selections and one containing 24 jam selections would be set up. With analysis, it could be reasonably inferred that those who shopped at a normal supermarket and reached a 24-selection booth faced most choice overload. Therefore, it could be reasonably concluded that choice overload is present, and affects different groups of consumers to varying extents.

Keywords: Choice overload; Selection; Purchasing behavior; Cost (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-246-0_46

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DOI: 10.2991/978-94-6463-246-0_46

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