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RESEARCH PRODUCT
The Role of the Brand on Choice Overload
Ursina TeuscherPalmira FaraciFrancesco CeresiaRaffaella MisuracaRaffaella Misuracasubject
Choice overloadChoice setPhilosophy of scienceSocial PsychologyBrand namesmedia_common.quotation_subject05 social sciencesEconomics Econometrics and Finance (miscellaneous)050109 social psychologyExperimental and Cognitive PsychologyRegretChoice overload Brand Consumer decisions Decision-making050105 experimental psychologyPhilosophyFeeling0501 psychology and cognitive sciencesConsumer decisionBrandPsychologySocial psychologyPractical implicationsSocial Sciences (miscellaneous)media_commonDecision-makingdescription
Current research on choice overload has been mainly conducted with choice options not associated with specific brands. This study investigates whether the presence of brand names in the choice set affects the occurrence of choice overload. Across four studies, we find that when choosing among an overabundance of alternatives, participants express more positive feelings (i.e., higher satisfaction/confidence, lower regret and difficulty) when all the options of the choice set are associated with familiar brands, rather than unfamiliar brands or no brand at all. We also find that choice overload only appears in the absence of brand names, but disappears when all options contain brand names—either familiar or unfamiliar. Theoretical and practical implications are discussed.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2019-05-08 |