Relationship between choice overload effect and need for cognitive closure

Large choice sets were believed to be beneficial for both marketers and consumers. However, the current study aims to demonstrate otherwise through the choice overload effect and a potential moderating variable – need for cognitive closure (NFCC). Two-way ANOVA revealed greater perceived task diffic...

وصف كامل

محفوظ في:
التفاصيل البيبلوغرافية
المؤلف الرئيسي: Teo, Joan Zhi Min
مؤلفون آخرون: Kenichi Ito
التنسيق: Final Year Project
اللغة:English
منشور في: 2016
الموضوعات:
الوصول للمادة أونلاين:http://hdl.handle.net/10356/66902
الوسوم: إضافة وسم
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الوصف
الملخص:Large choice sets were believed to be beneficial for both marketers and consumers. However, the current study aims to demonstrate otherwise through the choice overload effect and a potential moderating variable – need for cognitive closure (NFCC). Two-way ANOVA revealed greater perceived task difficulty in the extensive-choice condition, as well as higher enjoyment level for participants under no noise condition. Participants’ intention to purchase was influenced by an interaction effect between choice and noise conditions, where extensive-choice and noise condition had the highest ratings. In essence, while there was no significant empirical results in support for choice overload effect nor the demonstration of NFCC as a potential moderator, this study still presents itself as a meaningful contribution to existing literature.