Do Binary Choices Create More Choice Regret

DOI

10.2991/icmesd-19.2019.1How to use a DOI?

Keywords

Research proposal, Assortment size, Binary choice, Choice overload, Choice regret, Choice satisfaction, Cognitive overload.

Abstract

Knowing how to apply the relationship between choice making under different assortment sizes and choice regret is very significant, to both customers and marketers. Choice overload has been studied widely after Sheena Iyengar and Mark Lepper’s seminal research on the assortment size with choice overload – a demotivating state when there are overwhelming number of options. However, there are not very much existing research considered extremely small assortment size (binary) as small and assortment sizes with 6 as large. There is a gap on emphasizing on choice regret and choice satisfaction on binary decisions. The purpose of this research proposal is to establish the main finding of limited assortment sizes (i.e., binary choice) creating greater choice regret compared to larger assortment sizes, and to justify the moderating effect of cognitive load as a distractor based on the main effect and the mediating effect it impacts on the attention paid to the unchosen option(s) through predictive results.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zi-Fei Song
PY  - 2019/07
DA  - 2019/07
TI  - Do Binary Choices Create More Choice Regret
BT  - Proceedings of the 5th Annual International Conference on Management, Economics and Social Development (ICMESD 2019)
PB  - Atlantis Press
SP  - 1
EP  - 8
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmesd-19.2019.1
DO  - 10.2991/icmesd-19.2019.1
ID  - Song2019/07
ER  -