A Cognitivist Perspective on the Choice Overload Phenomenon: Applying Cognitive Load Theory
(A2024-118113)

AUTHORS

Jennifer Musial, University of Duisburg-Essen

ABSTRACT

Choice overload can occur when customers are faced with too many options. Despite extensive research on the consequences of this phenomenon, there has been little investigation on underlying cognitive processes. To address this gap, this study builds upon cognitive load theory by differentiating intrinsic and extraneous cognitive load. Structural equation modeling is employed to validate the model using data from 256 participants. The findings reveal that intrinsic cognitive load exerts no influence, while extraneous cognitive load plays a substantial role in choice overload. Upstream of that, intrinsic cognitive load is not affected by product category knowledge, while prior preferences reduce it. The perceived choice set size and the perceived variety of options positively impact extraneous cognitive load. This study contributes to a broader understanding of choice overload within psychology and marketing literature and offers valuable directions for future research and management.