Positive affect moderates the impact of assortment size on choice satisfaction

Gerri Spassova and Alice M. Isen

Journal of Retailing, 2013, vol. 89, issue 4, 397-408

Abstract: The present research proposes that positive affect mitigates choice overload. Results from four studies show that whereas people in neutral affect feel less satisfied when choosing from a large relative to a small assortment, people in positive affect do not experience a decline in satisfaction and may even feel more satisfied when choosing from a large, relative to a small assortment. It is proposed that positive affect has these effects by shifting people's attention from the difficulty of the choice task to the quality of the assortment, as a basis for judgment of choice satisfaction.

Keywords: Assortment size; Choice overload; Choice satisfaction; Product line management; Positive affect (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:89:y:2013:i:4:p:397-408

DOI: 10.1016/j.jretai.2013.05.003

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