Are autistic individuals more confused when making choices? Choice architecture interventions to reduce choice confusion among individuals with autism

Nicky Rogge ()
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Nicky Rogge: KU Leuven

Marketing Letters, 2025, vol. 36, issue 4, No 7, 793-809

Abstract: Abstract This paper presents three studies that investigate whether autistic individuals experience more choice confusion compared to neurotypicals. The first study uses the concept of consumer confusion proneness to measure the general tendency to be confused in choice-making. The second study assesses the experience of choice confusion through a series of tasks where choices are made for others. The third study evaluates the experience of choice confusion through a series of tasks where choices are made for oneself. This study also examines the effectiveness of three choice architecture interventions in reducing choice confusion. The results confirm that autistic individuals experience more choice confusion than neurotypicals. Additionally, the results demonstrate that informatively ordering or categorizing alternatives in large assortments significantly reduces choice confusion among consumers with autism.

Keywords: Autism; Choice making; Choice confusion; Choice tasks; Choice architecture (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-025-09778-2

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