The effect of choice complexity on perception of time spent choosing: When choice takes longer but feels shorter

Barbara Fasolo · Floriana A. Carmeci · Raffaëlla Misuraca

89 citations0/0 files storedPsychology and Marketing

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

Abstract

Abstract Two studies examine the effect of the complexity of the choice environment on the perceived duration of the time spent choosing. The experiments demonstrate that the estimation of the time spent making a decision is affected by the number of options available in the choice set. In Experiment 1, participants having to choose 1 of 24 mobile phones tended to underestimate the time spent whereas participants confronted with the choice of 6 mobile phones tended to overestimate the actual time spent. Experiment 2 corroborates this finding, in the presence of varying degrees of attribute correlation. We conclude with theoretical and practical implications for marketers. © 2009 Wiley Periodicals, Inc.

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References

1985Intrinsic Motivation and Self-Determination in Human Behavior 1891The Principles of Psychology 1965A Theory of the Allocation of Time 1993Decisions with Multiple Objectives 1993The Adaptive Decision Maker 2000When choice is demotivating: Can one desire too much of a good thing?2000When choice is demotivating: Can one desire too much of a good thing?2004The Paradox of Choice: Why More Is Less

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