Is Consumer Overchoice a Reason for Decision Paralysis?

Adriana Manolică, Andreea-Sînziana Guță, Teodora Roman and Lorin Mircea Dragăn
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Adriana Manolică: Management, Marketing and Business Administration Department, Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iaş, 700506 Iaşi, Romania
Andreea-Sînziana Guță: Management, Marketing and Business Administration Department, Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iaş, 700506 Iaşi, Romania
Teodora Roman: Management, Marketing and Business Administration Department, Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iaş, 700506 Iaşi, Romania
Lorin Mircea Dragăn: Management, Marketing and Business Administration Department, Faculty of Economics and Business Administration, Alexandru Ioan Cuza University of Iaş, 700506 Iaşi, Romania

Sustainability, 2021, vol. 13, issue 11, 1-16

Abstract: Time and responses are vital to the process of decision-making. It is a common assumption that having a wide array of options from which to choose is a good thing, but is that truly the case? This research aims to investigate the consumer’s reaction to the increasing number of choices available (which will be referred to as choice overload, or overchoice); more precisely, if it is related to paralysis concerning decision-making. To obtain structured and relevant results, the study is an intergenerational one, endeavoring to compare the outcomes across three different generations (Generations X, Y, and Z) and across their genders. It also aims at identifying trends, if any should arise, pertaining to the matter of overchoice. A survey was conducted among 396 respondents from Iasi, Romania, and the questionnaire is presented in the annex. The main results indicate that product overchoice is real but is more significant in terms of generational point of view rather than that of gender. The findings fill a knowledge gap on the relationship between choice overload and decision paralysis.

Keywords: choice overload; decision paralysis; evaluation costs; regret anticipation; inaction; delay (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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