Relationship between choice overload effect and need for cognitive closure

• Main Author: Teo, Joan Zhi Min
• Other Authors: Kenichi Ito
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Humanities
• Online Access: http://hdl.handle.net/10356/66902
• Institution: Nanyang Technological University

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...