The Effect of Attribute Order and Variety on Choice Demotivation: A Field Experiment on German Car Buyers
Type
conference paper
Date Issued
2006-10-01
Author(s)
Abstract
Previous research has shown that too much choice leads to choice demotivation. In two studies with Audi car customers making a sequence of real choices we test the effect of attribute order and variety on choice demotivation. We operationalize choice demotivation as the propensity to accept the default option. We find that default taking increases as participants proceed through the decision sequence, but that the slope of this tendency is greater when attributes are ordered from most varied to least varied rather than from least varied to most varied. Participants were also more satisfied in the least to most condition.
Language
English
HSG Classification
not classified
Refereed
No
Book title
NA - Advances in Consumer Research
Volume
Volume 34
Start page
418
End page
420
Event Title
Association for Consumer Research (ACR) North America Conference 2006
Event Location
Orlando, FL
Event Date
28.09.-01.10.2006
Subject(s)
Division(s)
Eprints ID
31112