关键词: 选择超载 最优化型决策风格者 满意型决策风格者 选择闭合

Abstract: With the growing concern about the phenomenon of choice overload, a plenty of studies have explored its inner mechanism and boundary conditions. Among them, whether maximizers are more prone to experience choice overload has always been the focus of researchers, but so far researchers have not reached a consistent conclusion. In the present research we aim to investigate whether maximizers are more inclined to experience choice overload from the perspective of choice closure. We also aim to explore the remedies which can help maximizers to relief the adverse consequence of choice overload. We hypothesized: (1) maximizers are more prone to experience choice overload compared to satisfiers, with lower reported satisfaction in large choice set. (2) choice closure mediated this effect; maximizers experience less choice closure which leads to lower satisfaction. (3) physical act of closure can boost maximizers’ sense of closure which can attenuate the adverse effect of choice overload. In Study 1, 280 participants were recruit and 272 valid participants were remained to the final study (54.3% female, Mage=23.60+2.87). They were randomly assigned to large and small choice set to choose a washing machine; their maximization tendency and choice satisfaction were then measured. In Study 2, 311 participants were recruit and 300 valid participants were remained to the final study (71.0% female, Mage=22.83+5.65). They were randomly assigned to large and small choice set to choose a piece of chocolate; then their maximization tendency, choice closure and choice satisfaction were measured. In Study 3, 250 participants were recruit and 242 valid participants were remained to the final study (68.2% female, Mage=21.36+1.90). They were randomly assigned to closure manipulation and control conditions to choose a washing machine from the large assortment, then their choice closure, maximization tendency and satisfaction were measured. Study 1 showed that maximizers are less satisfied when choosing in large assortment (p < .001), while satisfiers didn’t show this pattern (p = .62), which preliminary verified that maximizers are more prone to experience choice overload (H1). The Study 2 results showed that maximizers reported less satisfaction (p < .001) and choice closure (p < .001) in large assortment than in small assortment. The level of choice overload mediated the relationship between maximization tendency and satisfaction (H2); however, satisfiers didn’t show difference in choice closure (p = .55) and satisfaction (p = .52) in different assortments. The results of Study 3 indicated that physical act of closure can induce the sense of choice closure. When primed with choice closure, the difference of satisfaction between maximizers and satisfiers in large assortment disappeared (p = .95); while in the control condition, the maximizers still reported less satisfaction than satisfiers (p = .011), with choice closure mediating this effect (H3). Conclusions are as follow: (1) Compared with satisfiers, maximizers are more prone to experience choice overload (2) The inner mechanism of this effect is choice closure; when choosing in large assortment, maximizers reported lower level of choice closure, which lead to lower level of satisfaction; choice closure mediated the relationship between maximization tendency and satisfaction. While small assortment didn’t show this pattern. (3) Physical act of closure can induce the sense of choice closure, which will attenuate the adverse consequence of choice overload for maximizers. This research contributes to the literature of choice overload and maximization which shed lights for future studies; and provide practical implications for retailers and consumers.

Key words: Choice overload, Maximizer, Satisfiers, Choice closure