2013-05-24T03:08:55Zhttp://www.tdx.cat/oai/request

oai:www.tdx.cat:10803/73832011-08-11T07:04:52Zhdl_10803_242

nam a 5a 4500tiranía de elección; sobrecarga de elección; percepercepción de variedadelección de consumidor: Consumer choice; perception of variety; tyrannyExperiments on the role of the number of alternatives in choice[Recurs electrònic][Barcelona] :Universitat Pompeu Fabra,DL 2009Accés lliurehttp://www.tdx.cat/handle/10803/7383cr |||||||||||AAMMDDs2009 sp ||||fsm||||0|| 0 eng|c9788469234686Reutskaja, ElenaTesi doctoral - Universitat Pompeu Fabra. Departament d'Economia i Empresa, 2008Universitat Pompeu Fabra. Departament d'Economia i EmpresaTesis i dissertacions electròniquesHogarth, Robin M.,dir.Nagel, Rosemarie,dir.TDXDL B.9640-2009Whereas people are typically thought to be better off with more choices, large sets may lead to "choice paralysis". This thesis explores the processes underlying the choice from multiple alternatives in different settings. First, we propose that satisfaction is an inverted U-shaped function of the number of alternatives. This proposition is derived theoretically by considering the benefits and costs of different numbers of alternatives, and validated empirically. Second, we investigate the computational processes used to make choices from multiple alternatives under extreme time pressure using an eye-tracking technique. We find that choices are well-described by a sequential search model, in which people randomly fixate on items, measure their values, and choose the best item seen. Third, we study the neural bases of choice from multiple alternatives using fMRI. The results demonstrate that brain activity is modulated by the number of choice items and by the subjective choice experience of people.f