Clicking through overload: When choice overload can actually increase choice

Abstract

The existence of choice overload in the behaviour of online consumers is investigated through an experimental product category (electronic pencil sharpeners) on a fully functional online retail website for office supplies that was created for the field experiment. Emails were sent to potential customers with an assortment of product descriptions and links that led to a product category landing page on the retail website where visitors were then presented with an assortment of products. We find that the likelihood of click-through (either in the email or on the landing page) at first increases with the number of choices presented and then decreases consistent with choice overload. However, we also find that click-through subsequently increases as the number of choices increases after overload occurs. This suggests that another effect is also at work in the choice situations. We provide an explanation and evidence for this post-decline increase in clickthrough -specifically, as the number of link choices increases, not only does choice overload increase, but also the promise of richer information, which can help resolve or reduce the overload for the mere 'low cost' of a click.