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

Abstract

People 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 three experimental studies… (More)

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Cite this paper

@inproceedings{Reutskaja2006SatisfactionIC, title={Satisfaction in Choice as a Function of the Number of Alternatives: When “Goods Satiate” but “Bads Escalate”}, author={Elena Reutskaja and Robin M. Hogarth}, year={2006} }