Scheibehenne, Benjamin; Greifeneder, Rainer; Todd, Peter M. - In: Journal of Consumer Research 37 (2010) 3, pp. 409-425
The choice overload hypothesis states that an increase in the number of options to choose from may lead to adverse consequences such as a decrease in the motivation to choose or the satisfaction with the finally chosen option. A number of studies found strong instances of choice overload in the...