Abstract/Details

Too much of a good thing: The impact of option alignability on search overinvestment


2005 2005

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Abstract (summary)

Search investment is the process whereby people expend resources on search in anticipation of some benefit. Generally, it is assumed that increased search effort results in greater satisfaction with the choice. This research challenges that notion. Specifically, the impact of option alignability on search quantity and search outcomes is examined.

Options that vary along a comparable dimension are characterized as alignable, whereas options that vary along unique dimensions are said to be nonalignable. In three studies, it is shown that people are more inclined to continue searching when options are nonalignable than when they are alignable. Furthermore, desires increase and satisfaction decreases after a point as people consider more nonalignable options. This research provides evidence that feature exposure is the mechanism driving the increase in desires and the subsequent decline in satisfaction.

This research demonstrates the paradox that people search more options precisely when further search is detrimental to subjective outcomes. The findings are important to retailers who wish to determine the number and types of options to present in an assortment and to consumers striving to make the best use of their time and effort in making decisions.

Indexing (details)


Subject
Marketing
Classification
0338: Marketing
Identifier / keyword
Social sciences; Consumer behavior; Feature exposure; Option alignability; Search behavior
Title
Too much of a good thing: The impact of option alignability on search overinvestment
Author
Griffin, Jill Gunderson
Number of pages
113
Publication year
2005
Degree date
2005
School code
0227
Source
DAI-A 67/04, Dissertation Abstracts International
Place of publication
Ann Arbor
Country of publication
United States
ISBN
9780542649042
Advisor
Broniarczyk, Susan M.
University/institution
The University of Texas at Austin
University location
United States -- Texas
Degree
Ph.D.
Source type
Dissertations & Theses
Language
English
Document type
Dissertation/Thesis
Dissertation/thesis number
3215333
ProQuest document ID
305381729
Copyright
Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.
Document URL
http://search.proquest.com/docview/305381729
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