An Empirical Investigation into the Excessive‐Choice Effect

Recent marketing and psychological studies have shown that more choice does not always benefit consumers. This excessive‐choice effect (ECE) is examined empirically using food items in four experiments. The first experiment investigates whether people would voluntarily reduce their choice‐set size. The second seeks to replicate previous experimental results. The third and fourth experiments employ nonhypothetical Becker‐DeGroot‐Marschak (BDM) soda auctions and hypothetical ground beef choice experiments to further detect the prevalence of the ECE in alternative settings and explore the role of personality in decision tasks. Results suggest the ECE exists, but is less prevalent than previous studies suggest.