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The effect of choice complexity on perception of time spent choosing: when choice takes longer but feels shorter

Fasolo, Barbara, Carmeci, Floriana A. and Misuraca, Raffaella (2009) The effect of choice complexity on perception of time spent choosing: when choice takes longer but feels shorter. Psychology and Marketing, 26 (3). pp. 213-228. ISSN 0742-6046

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Abstract

Two studies examine the effect of the complexity of the choice environment on the perceived duration of the time spent choosing. The experiments demonstrate that the estimation of the time spent making a decision is affected by the number of options available in the choice set. In Experiment 1, participants having to choose 1 of 24 mobile phones tended to underestimate the time spent whereas participants confronted with the choice of 6 mobile phones tended to overestimate the actual time spent. Experiment 2 corroborates this finding, in the presence of varying degrees of attribute correlation. We conclude with theoretical and practical implications for marketers.

Item Type: Article
Official URL: http://onlinelibrary.wiley.com/journal/10.1002/(IS...
Additional Information: © 2009 Wiley Periodicals
Library of Congress subject classification: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Sets: Departments > Management
Rights: http://www.lse.ac.uk/library/usingTheLibrary/academicSupport/OA/depositYourResearch.aspx
Date Deposited: 18 Feb 2011 14:59
URL: http://eprints.lse.ac.uk/32727/

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