Abstract
Two experiments indicate that the attractiveness of options moderates the effect of choice overload. More attractive choices reduces consumers' satisfaction with the chosen option, but more unattractive ones increases it. This is because more choice highlights the weaknesses of attractive options but highlights the strengths of unattractive ones.
Full Text 
Sign-in/Register to access full text options
Sign-in/Register to access full text options 
Published version (
Free)
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
