Choice overload in consumer services: The mediating role of decision strategy complexity on subjective states and behavioral outcomes
Purpose: The contemporary retail landscape is marked by a vast array of products and information, presenting consumers with an increasing number of choices. This phenomenon, known as choice overload, often overwhelms individuals and leads them to abandon their purchase, delay their decision, or opt...
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| Format: | Article |
| Language: | English |
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International Hellenic University
2024-06-01
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| Series: | Journal of Tourism, Heritage & Services Marketing |
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| Online Access: | https://zenodo.org/records/13777880/files/10-1-5.pdf?download=1 |
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| _version_ | 1849473078833184768 |
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| author | Alain Decrop Giacomo Del Chiappa |
| author_facet | Alain Decrop Giacomo Del Chiappa |
| author_sort | Alain Decrop |
| collection | DOAJ |
| description | Purpose: The contemporary retail landscape is marked by a vast array of products and information, presenting consumers with an increasing number of choices. This phenomenon, known as choice overload, often overwhelms individuals and leads them to abandon their purchase, delay their decision, or opt for simpler choices. This study contributes to the literature on choice overload by focusing on two services (i.e. hotels and telecommunication plans) and exploring the mediating role of decision strategy complexity on subjective states and behavioral outcomes.
Methods: This study applies an experimental approach with a 2 (large vs small choice set) by 2 (hotels vs telecommunication programs) factorial design being developed and applied to a sample of 220 Belgians.
Results: Results show that the complexity of the strategy used by decision-makers may play a mediating role on the consequences that a choice set size may have in terms of psychological and behavioral responses.
Implications: Marketers should try to better understand which decision strategy best fits into their market target in order to fix the choice set accordingly. Moreover, they should also fix a choice architecture, such as a tournament-style choice architecture, that can enable choice set to remain large while reducing the effect of choice overload. |
| format | Article |
| id | doaj-art-32aab6ec00da4df8883ceb10ab30b66c |
| institution | Kabale University |
| issn | 2529-1947 |
| language | English |
| publishDate | 2024-06-01 |
| publisher | International Hellenic University |
| record_format | Article |
| series | Journal of Tourism, Heritage & Services Marketing |
| spelling | doaj-art-32aab6ec00da4df8883ceb10ab30b66c2025-08-20T03:24:16ZengInternational Hellenic UniversityJournal of Tourism, Heritage & Services Marketing2529-19472024-06-01101485510.5281/zenodo.13777880Choice overload in consumer services: The mediating role of decision strategy complexity on subjective states and behavioral outcomesAlain Decrop0https://orcid.org/0000-0002-9926-4342Giacomo Del Chiappa1https://orcid.org/0000-0003-4318-0462University of NamurUniversity of SassariPurpose: The contemporary retail landscape is marked by a vast array of products and information, presenting consumers with an increasing number of choices. This phenomenon, known as choice overload, often overwhelms individuals and leads them to abandon their purchase, delay their decision, or opt for simpler choices. This study contributes to the literature on choice overload by focusing on two services (i.e. hotels and telecommunication plans) and exploring the mediating role of decision strategy complexity on subjective states and behavioral outcomes. Methods: This study applies an experimental approach with a 2 (large vs small choice set) by 2 (hotels vs telecommunication programs) factorial design being developed and applied to a sample of 220 Belgians. Results: Results show that the complexity of the strategy used by decision-makers may play a mediating role on the consequences that a choice set size may have in terms of psychological and behavioral responses. Implications: Marketers should try to better understand which decision strategy best fits into their market target in order to fix the choice set accordingly. Moreover, they should also fix a choice architecture, such as a tournament-style choice architecture, that can enable choice set to remain large while reducing the effect of choice overload. https://zenodo.org/records/13777880/files/10-1-5.pdf?download=1choice overloaddecision strategiesservicesexperiment-based approachbelgium |
| spellingShingle | Alain Decrop Giacomo Del Chiappa Choice overload in consumer services: The mediating role of decision strategy complexity on subjective states and behavioral outcomes Journal of Tourism, Heritage & Services Marketing choice overload decision strategies services experiment-based approach belgium |
| title | Choice overload in consumer services: The mediating role of decision strategy complexity on subjective states and behavioral outcomes |
| title_full | Choice overload in consumer services: The mediating role of decision strategy complexity on subjective states and behavioral outcomes |
| title_fullStr | Choice overload in consumer services: The mediating role of decision strategy complexity on subjective states and behavioral outcomes |
| title_full_unstemmed | Choice overload in consumer services: The mediating role of decision strategy complexity on subjective states and behavioral outcomes |
| title_short | Choice overload in consumer services: The mediating role of decision strategy complexity on subjective states and behavioral outcomes |
| title_sort | choice overload in consumer services the mediating role of decision strategy complexity on subjective states and behavioral outcomes |
| topic | choice overload decision strategies services experiment-based approach belgium |
| url | https://zenodo.org/records/13777880/files/10-1-5.pdf?download=1 |
| work_keys_str_mv | AT alaindecrop choiceoverloadinconsumerservicesthemediatingroleofdecisionstrategycomplexityonsubjectivestatesandbehavioraloutcomes AT giacomodelchiappa choiceoverloadinconsumerservicesthemediatingroleofdecisionstrategycomplexityonsubjectivestatesandbehavioraloutcomes |