“ … Overload and Tendency to Opt-Out of Choice Thesis by JuliannaSweet, Advised by Professor Kaywana Raeburn Union College … ”
Abstract
Previous studies support the existence of two phenomena: choice overload, where more choices have negative effects for a consumer; and the pictorial superiority effect, where people prefer pictorial stimuli as opposed to written words. Townsend and Kahn (2014) studied these effects by examining different sized choice sets and stimuli types, specifically pictorial (visual) and verbal (word-based). In this study, I extend the work of Townsend and Kahn (2014) by introducing a combination presentation of verbal and visual elements in addition to the pictorial and verbal presentations studied before. This study examines the effect of presentation of options (pictorial, verbal or combination) and choice set size (8 or 27) on choice overload, measured through perceived variety and perceived complexity, and likelihood to opt out of choice. I anticipate to replicate the findings of Townsend and Kahn (2014). I also anticipate that participants will be more likely to opt out of choice for combination presentation of pictorial and word based stimuli when presented with a choice set of 27 options in comparison to 8 options.
“ … ii ABSTRACT Sweet,Julianna The Association Between Attachment Style and … unclear. Attachment style characterizes the way … Julianna(Juls) Sweet Union College - Schenectady, NY Follow this and … ”
Abstract
Existing work identifies decision making styles as individual differences in approaching and executing decision making, but the underlying mechanisms of decision making styles is unclear. Attachment style characterizes the way that people interact with caregivers and close relationship partners in regard to their met or unmet needs for proximity and security. Given that both decision making style and attachment style rely on overlapping cognitive and emotional processes, attachment theory appears to be a viable framework within which to view decision making style. In the current study, participants were surveyed regarding their personality, attitudes, and decision making. These responses were formed into scores for rational, dependent, intuitive, avoidant, and spontaneous decision making styles as well as scores for anxious and avoidant attachment styles. Additionally, responses were formed into scores for self-efficacy and self-reliance. Results showed a positive correlation between dependent decision making style and anxious attachment style, which was not mediated by self-efficacy as originally expected. There was a positive correlation between avoidant decision making style and avoidant attachment style, which, consistent with expectations, was partially mediated by self-reliance. These findings build upon the existing groundwork for considering decision making style with an attachment lens.
“ … ii ABSTRACT Sweet,Julianna An Analysis of Option Set Size and Option … effect … and Perception Consumer Choice and Perception Julianna(Juls) Sweet Union College - Schenectady, NY Follow this and … ”
Abstract
Previous studies support the existence of two phenomena: choice overload, where more choice options have negative effects for a consumer (Scheibehenne et al. 2010); and the pictorial superiority effect, stating that pictorial stimuli is more easily recognized than written text (Nelson et al. 1976). Townsend and Kahn (2014) studied these effects by examining different sized choice sets and stimuli types, specifically pictorial (visual) and textual (text-based). In this study, I extend the work of Townsend and Kahn (2014) by introducing a combination presentation of image-based and text-based elements in addition to the pictorial and textual presentations studied before. This study examines the effect of presentation of options (pictorial, textual, or combination) and choice set size (8 or 27) on choice overload, measured through opt-out decision, perceived variety, and perceived complexity which contribute to consumer experience of choice overload. I find significantly higher perceived complexity and perceived variety for 27 item choice sets compared to 8 item choice sets and for text-based presentation compared to image-based presentation. Since perceived variety and perceived complexity factor into consumer experience of choice overload, these results support the existence of choice overload. In addition, I find that perceived variety for the combination presentation of image-based and text-based elements is significantly higher than that of image-based presentation, and that perceived complexity for the combination presentation is marginally significantly higher than that of image-based presentation. These results are applicable to online businesses and online shopping platforms in regard to consumer purchasing behavior. By structuring online presentation of options in a way that is not highly complex and does not have high variety, consumers will be less likely to experience choice overload and more likely to buy items, therefore benefiting the online businesses and online shopping platforms.
