Research on choice overload with adult participants has shown that the presence of a brand significantly mitigates the phenomenon. The aim of this study is to investigate whether these findings can be expanded to a population of adolescents, where it has already been shown that choice overload occurs in a similar way as adults. We present evidence from two studies that when facing either a large or a small amount of choice options that are associated with brand names, choice overload disappears among adolescents. Conversely, when no brands are associated to the choice options, adolescents report choice overload, that is a greater dissatisfaction, difficulties, and regret with larger (versus smaller) assortments. Theoretical and practical implications are discussed.
|Number of pages||10|
|Journal||THE JOURNAL OF CONSUMER MARKETING|
|Publication status||Published - 2021|
All Science Journal Classification (ASJC) codes
- Business and International Management