The mediating role of construal levels in explaining choice overload

In two experiments, this research investigates the role of desirability and feasibility aspects of construal mindsets in explaining choice overload effects. Consumers who are exposed to small choice-sets construe impending... [ view full abstract ]

In two experiments, this research investigates the role of desirability and feasibility aspects of construal mindsets in explaining choice overload effects. Consumers who are exposed to small choice-sets construe impending tasks abstractly, and weigh desirability attributes more than feasibility attributes. However, consumers who are exposed to large choice-sets construe impending tasks concretely, and weigh feasibility attributes more than desirability attributes. Subsequently, the triggered feasibility mindset decreases the willingness to consume products selected from large choice-sets.