What is it about?
In contemporary markets, consumers are faced with numerous choices while choosing from offerings. According to the theory of choice overload, too many choices hamper decision-making depending on various task and situational factors. This study attempts to review the existing literature using various tools and techniques to identify such parameters.
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Why is it important?
The study provides an organizing framework to enable a nuanced understanding of choice overload phenomenon. It combines results from 79 studies to arrive at a fascinating conclusion about how choices are made.
Perspectives
This paper is not just a review but also provides new research avenues in choice research.
Auqib Rasool Dar
University of Kashmir
Read the Original
This page is a summary of: The “less is better” paradox and consumer behaviour: a systematic review of choice overload and its marketing implications, Qualitative Market Research An International Journal, September 2024, Emerald,
DOI: 10.1108/qmr-01-2024-0006.
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