Satisfaction in choice as a function of the number of alternatives: When "goods satiate"

People are typically thought to be better off with more choices, yet often prefer to choose from few alternatives. By considering the perceived benefits and costs of choice, it is proposed that satisfaction from choice is an inverted U‐shaped function of the number of alternatives. This proposition...

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Veröffentlicht in:	Psychology & marketing 2009-03, Vol.26 (3), p.197-203
Hauptverfasser:	Reutskaja, Elena, Hogarth, Robin M.
Format:	Artikel
Sprache:	eng
Schlagworte:	Alternatives Cognition & reasoning Consumer behavior Perceptions Studies
Online-Zugang:	Volltext
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