選択肢数と選択の繰り返しが選択結果の主観的満足度に与える影響

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  • センタクシスウ ト センタク ノ クリカエシ ガ センタク ケッカ ノ シュカンテキ マンゾクド ニ アタエル エイキョウ

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The choice overload effect refers to a phenomenon where increasing numbers of alternatives instead reduce consumers’ motivation to chose one item amongst them or their satisfaction towards the chosen item. A good number of studies have explored the sufficient conditions of this counterintuitive phenomenon. However, in a meta-analytic review, Scheibehenne et al.,（ 2010, J. Consum. Res., 37, pp.409-425） pointed out that this phenomenon could not be robust, and that this is partly because the concept of dependent variables was not well defined. Especially, it is still open to discussion whether the number of alternatives affects self-reported satisfaction. This study explored the effect of the number of alternatives and repetition of choice behavior on self-reported satisfaction. Participants were presented with 40 categories of 6 or 24 items and were asked to report their enjoyment of the choice behavior and satisfaction toward a chosen item at each category. The results showed that the mean enjoyment under the 6 alternatives condition was higher than that of the 24 alternatives condition, whereas there was no difference in mean satisfaction between both alternative conditions. Moreover, this pattern did not vary throughout the repeated choices. Based on these findings, the availability of self-reported data as a dependent variable in the choice overload study was discussed.

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