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Choice Overload Effect on Daily Repetitive Selection
한국감성과학회 한국감성과학회 2023 한국감성과학회 국제학술대회(ICES) Vol.2023 No.-
Choice overload is a decision-making phenomenon in which suboptimal decisions are made due to a surplus of options. Yet, it remains unknown whether daily repetitive choosing could mitigate choice overload. A total of 5 healthy participants (2 females and 3 males, age: 25.8 ± 1.46 years old, age range: 23~27) were recruited to participate in the experiment. We chose cup noodles as experimental stimuli which are available to buy in supermarket and encountered everyday life. We used a total of 50 visual images and the set size was set to 24, showing images in a 3 X 8 matrix. Participants repeatedly chose one of the items over 3 days. Friedman test was conducted to determine whether choice reaction time was reduced over days. The results showed a non-significant difference over days (p = .357). However, the Wilcoxon signed-rank test revealed a significant difference between the paired observation on days 1 and 2 (p = .031), days 2 and 3 (p = .0006), and days 1 and 3 (p = 1.774e-06). It indicates that repetitive choosing can mitigate choice reaction time.