The effect of choice complexity on perception of time spent choosing: When choice takes longer but feels shorter

Raffaella Misuraca, Barbara Fasolo

Risultato della ricerca: Article

44 Citazioni (Scopus)

Abstract

Two studies examine the effect of the complexity of the choice environmenton the perceived duration of the time spent choosing. Theexperiments demonstrate that the estimation of the time spent makinga decision is affected by the number of options available in thechoice set. In Experiment 1, participants having to choose 1 of 24mobile phones tended to underestimate the time spent whereas participantsconfronted with the choice of 6 mobile phones tended tooverestimate the actual time spent. Experiment 2 corroborates thisfinding, in the presence of varying degrees of attribute correlation.We conclude with theoretical and practical implications for marketers.
Lingua originaleEnglish
pagine (da-a)213-228
Numero di pagine16
RivistaPSYCHOLOGY & MARKETING
Volume26
Stato di pubblicazionePublished - 2009

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Time Perception
Cell Phones
Experiment

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Marketing

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