Choice Overload in Online Platforms
Posted: 2 Oct 2017 Last revised: 8 Nov 2019
Date Written: April 2019
The choice overload effect refers to the experimental finding that a larger choice set may in fact yield fewer overall purchases than would be observed with a smaller set. This paper studies choice overload in a large scale online experiment, involving thousands of households making major purchases.
Keywords: Choice Overload, E-Commerce, Online Controlled Experiments, Retail, Search
JEL Classification: C9, D12, M31
Suggested Citation: Suggested Citation