Satisfaction in Choice as a Function of the Number of Alternatives: When Goods Satiate But Bads Escalate

  title={Satisfaction in Choice as a Function of the Number of Alternatives: When Goods Satiate But Bads Escalate},
  author={Elena Reutskaja and R. Hogarth},
  journal={Behavioral \& Experimental Finance},
Whereas people are typically thought to be better off with more choices, studies show that they often prefer to choose from small as opposed to large sets of alternatives. We propose that satisfaction from choice is an inverted U-shaped function of the number of alternatives. This proposition is derived theoretically by considering the benefits and costs of different numbers of alternatives and is supported by four experimental studies. We also manipulate the perceptual costs of information… Expand
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