Number of choices and perceived decision freedom as a determinant of satisfaction and consumer behavior.

Studied how the number of choices confronting an individual influences his perceived decision freedom and, consequently, his satisfaction and consumption level. 72 college students, randomly assigned to 1 of 2 experimental conditions, were asked to select one soft drink flavor. Perceived decision freedom and consumption levels were significantly greater for those selecting from an enlarged-choice set, but there was no significant difference in the Ss' stated satisfaction. (PsycINFO Database Record (c) 2006 APA, all rights reserved).