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Erschienen in: Mind & Society 1/2019

08.05.2019

The Role of the Brand on Choice Overload

verfasst von: Raffaella Misuraca, Francesco Ceresia, Ursina Teuscher, Palmira Faraci

Erschienen in: Mind & Society | Ausgabe 1/2019

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Abstract

Current research on choice overload has been mainly conducted with choice options not associated with specific brands. This study investigates whether the presence of brand names in the choice set affects the occurrence of choice overload. Across four studies, we find that when choosing among an overabundance of alternatives, participants express more positive feelings (i.e., higher satisfaction/confidence, lower regret and difficulty) when all the options of the choice set are associated with familiar brands, rather than unfamiliar brands or no brand at all. We also find that choice overload only appears in the absence of brand names, but disappears when all options contain brand names—either familiar or unfamiliar. Theoretical and practical implications are discussed.

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Fußnoten
1
Note that this is different from the experiment by Iyengar and Lepper (2000) with Godiva chocolates. Given that all their chocolates were represented by only one brand (Godiva), the mere categorization effect could not apply, since with only one brand the choice items could not be grouped into categories.
 
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Metadaten
Titel
The Role of the Brand on Choice Overload
verfasst von
Raffaella Misuraca
Francesco Ceresia
Ursina Teuscher
Palmira Faraci
Publikationsdatum
08.05.2019
Verlag
Springer Berlin Heidelberg
Erschienen in
Mind & Society / Ausgabe 1/2019
Print ISSN: 1593-7879
Elektronische ISSN: 1860-1839
DOI
https://doi.org/10.1007/s11299-019-00210-7

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