Choice overload and experienced utility in the Chinese dairy market: The moderating role of decision styles and the impact of information nudging

Abstract

This study investigates the impact of choice overload on consumers' experienced utility—the subjective emotional and cognitive burdens encountered during decision-making—within the rapidly expanding Chinese dairy market. We specifically examine how increasing decision complexity, through heightened product attribute differentiation and the introduction of similar options, affects consumers' emotional responses and overall satisfaction. Utilizing a controlled experimental design with 248 participants, classified as either maximizers or satisficers based on their individual decision-making styles, we manipulated product attributes and options across three experimental conditions. Our findings reveal that heightened attribute complexity and the presence of similar product options significantly increase negative emotions, such as anxiety and confusion, while simultaneously decreasing decision satisfaction. These adverse effects are particularly pronounced among maximizers, who are predisposed to exhaustive evaluation. Crucially, the research demonstrates that information nudging, specifically highlighting positive product attributes, effectively mitigates these negative consequences of choice overload. This strategy simplifies the decision-making process, especially for maximizers, leading to enhanced consumer experiences. By integrating the concept of experienced utility, this study offers a deeper understanding of the psychological costs consumers bear when faced with complex choices in food consumption. The insights provided are valuable for marketers and policymakers seeking to reduce cognitive load and improve consumer satisfaction amidst the growing product variety in the dairy sector, fostering more efficient and consumer-friendly decision-making.