Self-Generated Choice Overload: A study to explore if the number of self-generated options influence the level of satisfaction when choosing for oneself or someone else.

This study explores whether generating more options influences how satisfied people feel about their decisions, whether they are choosing for themselves or someone else. This is relevant because it provides insights into the complexity of consumer behavior, where factors such as the variability in the number of alternatives influence this decision-making process and the satisfaction of consumers. Participants were asked to respond to open-ended questions about various real-life situations where a choice had to be made. Subsequently, they selected their preferred option and rated their satisfaction with it. Surprisingly, the results showed no significant differences in satisfaction, regardless of having more or fewer options to choose from. Additionally, the placement of the chosen option in the list of all generated options made also no difference in satisfaction level. Furthermore, participants generated more options for someone else compared to for themselves. However, again in...Show moreThis study explores whether generating more options influences how satisfied people feel about their decisions, whether they are choosing for themselves or someone else. This is relevant because it provides insights into the complexity of consumer behavior, where factors such as the variability in the number of alternatives influence this decision-making process and the satisfaction of consumers. Participants were asked to respond to open-ended questions about various real-life situations where a choice had to be made. Subsequently, they selected their preferred option and rated their satisfaction with it. Surprisingly, the results showed no significant differences in satisfaction, regardless of having more or fewer options to choose from. Additionally, the placement of the chosen option in the list of all generated options made also no difference in satisfaction level. Furthermore, participants generated more options for someone else compared to for themselves. However, again in this condition, their satisfaction remained the same.Show less

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Self-Generated Choice Overload: A study to explore if the number of self-generated options influence the level of satisfaction when choosing for oneself or someone else.