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Escaping the tyranny of choice: when fewer attributes make choice easier

Escaping the tyranny of choice: when fewer attributes make choice easier

“Fewer the attributes considered, the fewer non-dominated options appear...Thus, considering fewer attributes has the benefit of making the choice less conflicted and less complicated...Our results suggest that one reason why decision makers find it easier to choose in the presence of fewer as opposed to more attributes (Malhotra, 1982) might lie in the reduced number of non-dominated options in the former case, which can reduce choice conflict, increase choice confidence, and thereby possibly decrease deferral of choice or purchase (Dhar, 1996).” (p.20)

Fasolo, B., Mcclelland, G. H., & Todd, P. M. (2016). Escaping the tyranny of choice: when fewer attributes make choice easier. Marketing Theory, 7(1), 13–26.

Resource Theme(s): Developing capstone curriculum to enhance student achievement, Understanding student autonomy to enhance student achievement

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