The Moderating Role of Involvement on the Overchoice Effect in Retail Decision Making

We tested the overchoice effect hypothesis. In the experiments, we manipulated the options in three levels and assessed their impact on the dependent variables. In study 1, we presented 11 vs. 7 vs. 5 drink options to consumers. In study 2, we presented 50 vs. 40 vs. 30 pizza menu options. In Study 3, we presented 16 vs. 12 vs. 8 gum options. The results did not show a main effect of overchoice on the dependent variable, rejecting the overchoice theory. However, the findings supported null empirical finding in the 2010 Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2010). Can there ever be too many options? A meta-analytic review of choice overload. Journal of Consumer Research, 37(2), 135–142. https://doi.org/10.1086/651235  [Google Scholar] meta-analytic study by Scheibehenne, Greifeneder, and Todd. In addition, this article found support for an interactive effect of involvement with the overchoice condition.