選択肢数と選択の繰り返しが選択結果の主観的満足度に与える影響

概要

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　The choice overload effect refers to a phenomenon where increasing numbers of alternativesinstead reduce consumers' motivation to chose one item amongst them or their satisfaction towardsthe chosen item. A good number of studies have explored the sufficient conditions of this counterintuitivephenomenon. However, in a meta-analytic review, Scheibehenne et al.,（ 2010, J. Consum. Res., 37,pp.409-425） pointed out that this phenomenon could not be robust, and that this is partly because theconcept of dependent variables was not well defined. Especially, it is still open to discussion whetherthe number of alternatives affects self-reported satisfaction. This study explored the effect of the numberof alternatives and repetition of choice behavior on self-reported satisfaction. Participants werepresented with 40 categories of 6 or 24 items and were asked to report their enjoyment of the choicebehavior and satisfaction toward a chosen item at each category. The results showed that the meanenjoyment under the 6 alternatives condition was higher than that of the 24 alternatives condition,whereas there was no difference in mean satisfaction between both alternative conditions. Moreover,this pattern did not vary throughout the repeated choices. Based on these findings, the availability ofself-reported data as a dependent variable in the choice overload study was discussed.
立正大学心理学研究所の論文
2014-03-21