Variety and Satiety: The Effects of Choice Set Composition on Satiation

Abstract

This study is designed to explore the effects of choice set composition on consumer satiation. Respondents are given a scenario and asked to make 6 selections evaluating their overall satisfaction in choosing, their satisfaction with the choices made and their rate of satiation. Controlling the expressed level of hunger, respondents are randomized into one of two different groups identified by the presentation of the options, either high variety or low variety. The results indicated that respondents in the low variety group were less satisfied in choosing but more satisfied in their overall choice made. These results imply a preference to low variety choice options and inform consumers and marketers on the best choice set composition for maximum satisfaction and minimum satiation.