Paradox of choice: The influence of assortment size on customer satisfaction


Autoria(s): Gorokhov, Kirill
Contribuinte(s)

Martinez, Luis

Data(s)

26/10/2015

29/06/2016

01/06/2015

Resumo

Recently researchers showed that more choice is not always better. Choosing from large assortments can be overwhelming, raising expectations and decreasing overall level of consumer satisfaction. Author contributes to existing overchoice studies by using real assortment of online stores to find influence of assortment size on customer satisfaction. 90 students participated in the main experiment, where they chose a smartphone case for their friend. Results of the study show that large assortment size leads to higher expectations, higher choice difficulty and higher level of satisfaction. This research does not show overchoice presence and author suggests future studies could focus more on assortment variety and more personal characteristics of consumers, like preference uncertainty.

Identificador

http://hdl.handle.net/10362/15682

201473607

Idioma(s)

eng

Direitos

embargoedAccess

Palavras-Chave #Assortment size #Satisfaction #Expectations #Overchoice #Choice overload #Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Tipo

masterThesis