Does free choice lead to higher satisfaction?
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.
- This could also be of interest