I’m excited to share the publication of a new research paper from a collaboration with my colleagues Raffaella Misuraca, Francesco Ceresia, and Palmira Faraci in the journal “Mind and Society”:

Misuraca, R., Ceresia, F. Teuscher, U., & Faraci, P. (2019). The Role of the Brand on Choice Overload. Mind and Society. 

https://doi.org/10.1007/s11299-019-00210-7

[Full text available on request.]

ABSTRACT:
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 (i.e., higher satisfaction/confidence, lower regret and difficulty) 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.
© Springer-Verlag GmbH Germany, part of Springer Nature 2019.

by Ursina Teuscher (PhD), at Teuscher Decision Coaching, Portland OR