Number of choices and perceived decision freedom as a determinant of satisfaction and consumer behavior.

David J. Reibstein · Stuart A. Youngblood · Howard L. Fromkin

116 citations0/0 files storedJournal of Applied Psychology

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Studied how the number of choices confronting an individual influences his perceived decision freedom and, consequently, his satisfaction and consumption level. 72 college students, randomly assigned to 1 of 2 experimental conditions, were asked to select one soft drink flavor. Perceived decision freedom and consumption levels were significantly greater for those selecting from an enlarged-choice set, but there was no significant difference in the Ss' stated satisfaction. (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1975 American Psychological Association.

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References

1974Brand Choice Behavior as a Function of Information Load 1973Issues in Marketing's Use of Multi-Attribute Attitude Models 1974The Theory of Stochastic Preference and Brand Switching 1965The Measurement of Cumulative Advertising Effects 1959The Selection of Retail Locations

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