Mind and Society 18 (1):57-76 (2019)

Current research on choice overload has been mainly conducted with choice options not associated with specific brands. This study investigates whether the presence of brand names in the choice set affects the occurrence of choice overload. Across four studies, we find that when choosing among an overabundance of alternatives, participants express more positive feelings when all the options of the choice set are associated with familiar brands, rather than unfamiliar brands or no brand at all. We also find that choice overload only appears in the absence of brand names, but disappears when all options contain brand names—either familiar or unfamiliar. Theoretical and practical implications are discussed.
Keywords No keywords specified (fix it)
Categories No categories specified
(categorize this paper)
DOI 10.1007/s11299-019-00210-7
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

Our Archive

Upload a copy of this paper     Check publisher's policy     Papers currently archived: 50,391
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

No references found.

Add more references

Citations of this work BETA

No citations found.

Add more citations

Similar books and articles

Ethical Consumers' Brand Choice on Technology-Based Products.Kumju Hwang, William Young, Seonaidh McDonald & Caroline Oates - 2005 - Proceedings of the International Association for Business and Society 16:314-319.
Branding the Role and Value of Intercollegiate Athletics.Randolph Feezell - 2015 - Journal of the Philosophy of Sport 42 (2):185-207.


Added to PP index

Total views
5 ( #1,093,661 of 2,326,324 )

Recent downloads (6 months)
5 ( #163,802 of 2,326,324 )

How can I increase my downloads?


My notes