Selective Overload Studies Based On The Adjustment Mode Perspective

With the advent of the Internet and big data era,we are surrounded by a variety of information.In order to improve the market competitiveness of their products,all kinds of products have been introduced to meet the needs of consumers.However,studies found too many choices can lead to negative consequences,which is called choice overload,this phenomenon has attracted the attention of scholars.Previous studies focus on the choice overload gradually from the verification of whether this phenomenon exists to research the phenomenon of boundary conditions,most of the studies research how the features of the choice set influence choice overload,there is less research study how the individual factors influence choice overload.Based on the literature of choice overload,we discussed the relationship between regulatory mode and choice overload as well as the influence mechanism.Three experiments tested the relationship between regulatory mode and choice overload,the decision-making difficulties mediated the effect of regulatory mode on choice overload as well as the interaction of regulatory mode and task type(simple/complex).It turned out that:(1)When regulatory mode were measured as chronic individual differences,compared with participants who were locomotion orientations,participants with assessment mode were more likely to experience more regret and change the former choice,that is to say,choice overload happened.(2)When regulatory mode were induced experimentally,faced with too much choices,participants with assessment mode were more likely to delay choice compared with locomotion mode,in other words,choice overload happened.(3)There is no difference between regulatory mode as chronic individual and regulatory mode were manipulated,compared with locomotion orientations,assessment orientations experienced choice overload when faced with too much choices.(4)decision-making difficulties mediated the effect of regulatory mode on choice overload.(5)regulatory mode and task type(simple/complex)interacted with choice overload,when faced with complex task,participants with assessment mode have lowdecision-making confidence than those with locomotion mode,experienced choice overload,while participants showed no difference when task was simple.