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Although consumers readily seek choice and abundance, the so-called too-much-choice effect suggests that having many alternatives to choose from eventually leads to negative consequences, such as decreased post-choice satisfaction. The present research extends this research by highlighting the role of choice complexity. It is argued that too-much-choice effects are associated with choice complexity,...
Set the date range to filter the displayed results. You can set a starting date, ending date or both. You can enter the dates manually or choose them from the calendar.