Number of choices and perceived decision freedom as a determinant of satisfaction and consumer behavior.

Abstract

This study shows how the number of choices confronting an individual influences his perceis'ed decision freedom and, consequently, his satisfaction and consumption level. Subjects, randomly assigned to one of two experimental conditions, were asked to select one soft drink flavor. Perceived decision freedom and consumption levels were significantly greater for those selecting from an enlarged-choi ce set, but there was no significant difference in the subjects' stated satisfaction. Extensive research in psychology, marketing, and other fields has concentrated on identifying factors that influence an individual's satisfaction with alternative choices confronting him. Htiber (1974) and Wilkie and Pessemier (1973) have reviewed the literature on links between attributes and the preference ordering of alternatives. If these alternatives are conceived as different products in the marketplace, then information about the relationship between product attributes, consumer preferences, and choice can be used to design new products, alter existing products, or change the emphasis of product promotion. Marketing studies have explored how attitudes toward or consumption of products are influenced by the product's attributes (Wilkie & Pessemier, 1973), by advertising (Ginter, 1974; Ginter & Bass,