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

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Studied how the number of choices confronting an individual influences his perceived decision freedom and, consequently, his satisfaction and consumption level. 72 college students, randomly assigned to 1 of 2 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-choice set, but there was no significant difference in the Ss' stated satisfaction. (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1975 American Psychological Association.

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