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

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 fr...

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Bibliographic Details
Published in:Journal of applied psychology 1975-08, Vol.60 (4), p.434-437
Main Authors: Reibstein, David J, Youngblood, Stuart A, Fromkin, Howard L
Format: Article
Language:English
Subjects:
Choice Behavior
Consumer Attitudes
Consumer Behavior
Human
Satisfaction
Self-Control
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Summary: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.
ISSN:0021-9010
1939-1854
DOI:10.1037/h0076906