Does free choice lead to higher satisfaction?

Date of publication: March 1, 2004

Abstract:

Most psychological research and everyday intuition suggest that consumers make more satisfying choices when they have a large unrestricted choice set. This paper challenges this logic and investigates the conditions under which consumers are happier with a limited variety and a restricted freedom of choice. The investigation is conducted in a high-involvement real-world setting regarding consumers' satisfaction with the vehicles they drive depending upon the way they choose those vehicles.

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