Eliminating Choice Overload Effects: The Roles of Self-Threat, Power, and Haptics

Abstract

Consumers often desire to have more choices. However, being exposed to an overabundance of options may cause them to respond negatively or make poor decisions. Building on the extant literature, this thesis proposes that choice overload effects are driven by the shift between focuses on the desirability (i.e., attractiveness) and feasibility (i.e., practicality) of the choice outcome. To qualify this proposed underlying mechanism, this thesis investigates conditions under which choice overload effects can be attenuated. This thesis discovers the moderating influences of self-threat, power, and haptics because consumers commonly encounter such conditions in their everyday lives. The main contribution of this thesis is the establishment that choice overload effects are mitigated when consumers feel self-threatened, legitimately powerful, illegitimately powerless, or when they touch or imagine touching products in the assortment.