Proceedings of the 5th Annual International Conference on Management, Economics and Social Development (ICMESD 2019)

Do Binary Choices Create More Choice Regret

Authors
Zi-Fei Song
Corresponding Author
Zi-Fei Song
Available Online July 2019.
DOI
https://doi.org/10.2991/icmesd-19.2019.1How to use a DOI?
Keywords
Research proposal, Assortment size, Binary choice, Choice overload, Choice regret, Choice satisfaction, Cognitive overload.
Abstract
Knowing how to apply the relationship between choice making under different assortment sizes and choice regret is very significant, to both customers and marketers. Choice overload has been studied widely after Sheena Iyengar and Mark Lepper’s seminal research on the assortment size with choice overload – a demotivating state when there are overwhelming number of options. However, there are not very much existing research considered extremely small assortment size (binary) as small and assortment sizes with 6 as large. There is a gap on emphasizing on choice regret and choice satisfaction on binary decisions. The purpose of this research proposal is to establish the main finding of limited assortment sizes (i.e., binary choice) creating greater choice regret compared to larger assortment sizes, and to justify the moderating effect of cognitive load as a distractor based on the main effect and the mediating effect it impacts on the attention paid to the unchosen option(s) through predictive results.
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Proceedings
5th Annual International Conference on Management, Economics and Social Development (ICMESD 2019)
Part of series
Advances in Economics, Business and Management Research
Publication Date
July 2019
ISBN
978-94-6252-753-9
ISSN
2352-5428
DOI
https://doi.org/10.2991/icmesd-19.2019.1How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Zi-Fei Song
PY  - 2019/07
DA  - 2019/07
TI  - Do Binary Choices Create More Choice Regret
BT  - 5th Annual International Conference on Management, Economics and Social Development (ICMESD 2019)
PB  - Atlantis Press
SP  - 1
EP  - 8
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmesd-19.2019.1
DO  - https://doi.org/10.2991/icmesd-19.2019.1
ID  - Song2019/07
ER  -