9236 
9289传统营销学认为商品选择“多多益善”，多样的商品可以吸引消费者并提高市场占有率。但是行为决策学者的研究却发现：当商品数量上升到一定数目时，消费者会体验到更多的选择困难，进而延迟消费决策甚至不做决策，且满意度降低，后悔情绪增加，也即“选择超载”效应。学者们认为导致选择超载的认知因素是认知损耗，情绪因素是过多选项所带来的负性情绪，也有研究发现选择超载效应会受到选项集特征和消费者个体差异等边界条件的影响。本文对选择超载效应相关文献进行了系统的回顾和梳理，探讨了选择超载的前因、其可能带来的后果以及选择超载效应对商品营销实践的启示，并指出了未来研究方向。
“多多益善”还是“过犹不及”？——选择超载与消费者决策行为研究
摘要
参考文献
2 Broniarczyk S M, Griffin J G. Decision difficulty in the age of consumer empowerment[J]. Journal of Consumer Psychology, 2014, 24（4）: 608–625. DOI:10.1016/j.jcps.2014.05.003
3 Carmon Z, Wertenbroch K, Zeelenberg M. Option attachment: When deliberating makes choosing feel like losing[J]. Journal of Consumer Research, 2003, 30（1）: 15–29. DOI:10.1086/374701
4 Chernev A. When more is less and less is more: The role of ideal point availability and assortment in consumer choice[J]. Journal of Consumer Research, 2003a, 30（2）: 170–183. DOI:10.1086/jcr.2003.30.issue-2
5 Chernev A. Product assortment and individual decision processes[J]. Journal of Personality and Social Psychology, 2003b, 85（1）: 151–162. DOI:10.1037/0022-3514.85.1.151
6 Chernev A. Feature complementarity and assortment in choice[J]. Journal of Consumer Research, 2005, 31（4）: 748–759. DOI:10.1086/jcr.2005.31.issue-4
7 Chernev A. Decision focus and consumer choice among assortments[J]. Journal of Consumer Research, 2006, 33（1）: 50–59. DOI:10.1086/jcr.2006.33.issue-1
8 Chernev A, Böckenholt U, Goodman J. Choice overload: A conceptual review and meta-analysis[J]. Journal of Consumer Psychology, 2015, 25（2）: 333–358. DOI:10.1016/j.jcps.2014.08.002
9 Czech S. Choice overload paradox and public policy design. The case of Swedish pension system[J]. Equilibrium. Quarterly Journal of Economics and Economic Policy, 2016, 11（3）: 559–584.
10 D’Angelo J D, Toma C L. There are plenty of fish in the sea: The effects of choice overload and reversibility on online daters’ satisfaction with selected partners[J]. Media Psychology, 2017, 20（1）: 1–27. DOI:10.1080/15213269.2015.1121827
11 Dhar R, Nowlis S M. The effect of time pressure on consumer choice deferral[J]. Journal of Consumer Research, 1999, 25（4）: 369–84. DOI:10.1086/jcr.1999.25.issue-4
12 Diehl K, Lamberton C P. Great expectations? Assortment size, expectations and satisfaction[J]. Journal of Marketing Research, 2008, 47（2）: 312–322.
13 Eppler M J, Mengis J. The concept of information overload: A review of literature from organization science, accounting, marketing, MIS, and related disciplines[J]. The Information Society, 2004, 20（5）: 325–344. DOI:10.1080/01972240490507974
14 Goodman J K, Malkoc S A. Choosing here and now versus there and later: The moderating role of psychological distance on assortment size preferences[J]. Journal of Consumer Research, 2012, 39（4）: 751–768. DOI:10.1086/665047
15 Gourville J T, Soman D. Overchoice and assortment type: When and why variety backfires[J]. Marketing Science, 2005, 24（3）: 382–395. DOI:10.1287/mksc.1040.0109
16 Greifeneder R, Scheibehenne B, Kleber N. Less may be more when choosing is difficult: Choice complexity and too much choice[J]. Acta Psychologica, 2009, 133（1）: 45–50.
17 Haynes G A. Testing the boundaries of the choice overload phenomenon: The effect of number of options and time pressure on decision difficulty and satisfaction[J]. Psychology and Marketing, 2009, 26（3）: 204–212. DOI:10.1002/mar.v26:3
18 Jacoby J, Speller D E, Berning C K. Brand choice behavior as a function of information load: Replication and extension[J]. Journal of Consumer Research, 1974, 1（1）: 33–42. DOI:10.1086/jcr.1974.1.issue-1
19 Jain S P, Agrawal N, Maheswaran D. When more may be less: The effects of regulatory focus on responses to different comparative frames[J]. Journal of Consumer Research, 2006, 33（1）: 91–98. DOI:10.1086/jcr.2006.33.issue-1
20 Jilke S, Van Ryzin G G, Van De Walle S. Responses to decline in marketized public services: An experimental evaluation of choice overload[J]. Journal of Public Administration Research and Theory, 2016, 26（3）: 421–432. DOI:10.1093/jopart/muv021
21 Kahn B E, Chernev A, Böckenholt U, et al. Consumer and managerial goals in assortment choice and design[J]. Marketing Letters, 2014, 25（3）: 293–303. DOI:10.1007/s11002-014-9307-0
22 Kahn B E, Isen A M. The influence of positive affect on variety seeking among safe, enjoyable products[J]. Journal of Consumer Research, 1993, 20（2）: 257–270. DOI:10.1086/jcr.1993.20.issue-2
23 Kupor D M, Reich T, Shiv B. Can’t finish what you started? The effect of climactic interruption on behavior[J]. Journal of Consumer Psychology, 2015, 25（1）: 113–119. DOI:10.1016/j.jcps.2014.05.006
24 Lamberton C P, Diehl K. Retail choice architecture: The effects of benefit-and attribute-based assortment organization on consumer perceptions and choice[J]. Journal of Consumer Research, 2013, 40（3）: 393–411. DOI:10.1086/671103
25 Luce M F. Choosing to avoid: Coping with negatively emotion-laden consumer decisions[J]. Journal of Consumer Research, 1998, 24（4）: 409–433. DOI:10.1086/jcr.1998.24.issue-4
26 Mogilner C, Rudnick T, Iyengar S S. The mere categorization effect: How the presence of categories increases choosers’ perceptions of assortment variety and outcome satisfaction[J]. Journal of Consumer Research, 2008, 35（2）: 202–215. DOI:10.1086/588698
27 Nagar K. Drivers of E-store patronage intentions: Choice overload, internet shopping anxiety, and impulse purchase tendency[J]. Journal of Internet Commerce, 2016, 15（2）: 97–124. DOI:10.1080/15332861.2016.1148971
28 Nagar K, Gandotra P. Exploring choice overload, internet shopping anxiety, variety seeking and online shopping adoption relationship: Evidence from online fashion stores[J]. Global Business Review, 2016, 17（4）: 851–869. DOI:10.1177/0972150916645682
29 Park J Y, Jang S C S. Confused by too many choices? Choice overload in tourism[J]. Tourism Management, 2013, 35: 1–12. DOI:10.1016/j.tourman.2012.05.004
30 Polman E. Effects of self-other decision making on regulatory focus and choice overload[J]. Journal of Personality and Social Psychology, 2012, 102（5）: 980–993. DOI:10.1037/a0026966
31 Reed D D, Reed F D D G, Chok J, et al. The " tyranny of choice”: Choice overload as a possible instance of effort discounting[J]. The Psychological Record, 2011, 61（4）: 547–560. DOI:10.1007/BF03395776
32 Reutskaja E, Nagel R, Camerer C F, et al. Search dynamics in consumer choice under time pressure: An eye-tracking study[J]. The American Economic Review, 2011, 101（2）: 900–926. DOI:10.1257/aer.101.2.900
33 Scheibehenne B, Greifeneder R, Todd P M. What moderates the too-much-choice effect?[J]. Psychology & Marketing, 2009, 26（3）: 229–253.
34 Scheibehenne B, Greifeneder R, Todd P M. Can there ever be too many options? A meta-analytic review of choice overload[J]. Journal of Consumer Research, 2010, 37（3）: 409–425. DOI:10.1086/651235
35 Schwartz B, Ward A, Monterosso J, et al. Maximizing versus satisficing: Happiness is a matter of choice[J]. Journal of Personality and Social Psychology, 2002, 83（5）: 1178–1197. DOI:10.1037/0022-3514.83.5.1178
36 Sela A, Berger J, Liu W. Variety, vice, and virtue: How assortment size influences option choice[J]. Journal of Consumer Research, 2008, 35（6）: 941–951.
37 Spenner P, Freeman K. To keep your customers, keep it simple[J]. IEEE Engineering Management Review, 2013, 41（3）: 67–72. DOI:10.1109/EMR.2013.6596553
38 Thai N T, Yuksel U. Choice overload in holiday destination choices[J]. International Journal of Culture, Tourism and Hospitality Research, 2017, 11（1）: 53–66. DOI:10.1108/IJCTHR-09-2015-0117
39 Townsend C, Kahn B E. The " Visual Preference Heuristic”: The influence of visual versus verbal depiction on assortment processing, perceived variety, and choice overload[J]. Journal of Consumer Research, 2014, 40（5）: 993–1015. DOI:10.1086/673521
40 Xu J, Jiang Z X, Dhar R. Mental representation and perceived similarity: How abstract mindset aids choice from large assortments[J]. Journal of Marketing Research, 2013, 50（4）: 548–559. DOI:10.1509/jmr.10.0390
41 Yun J T, Duff B R L. Is utilizing themes an effective scheme? Choice overload and categorization effects within an extensive online choice environment[J]. Computers in Human Behavior, 2017, 74: 205–214. DOI:10.1016/j.chb.2017.04.038
引用本文
刘楠, 李爱梅, 丁浩, 等. “多多益善”还是“过犹不及”？——选择超载与消费者决策行为研究[J]. 外国经济与管理, 2017, 39(9): 70–82.
导出参考文献，格式为：
