Individuals face numerous daily decisions and an increasing array of options to choose from. They are often required to generate choices rather than selecting from a fixed set. This study looked at...Show moreIndividuals face numerous daily decisions and an increasing array of options to choose from. They are often required to generate choices rather than selecting from a fixed set. This study looked at choice satisfaction when people generate options themselves, both for themselves and for others. Besides, it examined why individuals generate different numbers of options for themselves versus others. The study tested that fewer options would be generated for oneself either due to prosocial effort (H1) or dissimilarity (H2), and that choice satisfaction would be higher for own choices due to fewer options (H3). An experiment in which participants generated options for themselves, others, or a similar other across various scenarios supported H2, showing that dissimilarity drives the generation of fewer options for oneself and more for others. However, choice satisfaction was not greater for own choices. This offers new insights into self-generated choice overload, challenging traditional choice overload.Show less
