Slide 5
Slide 5 text
Sources:
When Choice is Demotivating: Can One Desire Too Much of a Good Thing? - Sheena S. Iyengar, Mark R. Lepper 2000
Journal of Personality and Social Psychology, 2000, Vol. 79, No. 6, 995-1006
• consider smaller portion of the available information
• simplify their decision making
• prefer the default option
• make no choice at all
When Choice is Demotivating: Can One
Desire Too Much of a Good Thing?
Complexity
Options
choice overload