| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 107 === With the considerable diversity in products nowadays, the variety of choices in consumer’s daily life has gradually increased. As number of varieties grew, making decisions becomes overwhelming for consumers, and this phenomenon is called “choice overload.” This research focuses on the Taiwanese masses as subjects and attempts to reproduce the experimental results of Goodman et al. 2012, aiming to explore whether consumers'' decision-making on different selection criteria may be affected due to differences in psychological distance (temporal distance or spatial distance), whether the desirability/feasibility trade-off is salient, and procced to explore how it affects consumers'' preference by the different number of variety.
Foremost, the research is designed with PsychoPy 3.1.2, performing three experiments. Next, the sample data is analyzed through SPSS package version 25, using binary non-parametric analysis—McNemar''s test, binary logistic regression, and t-test to analyze the decisions of the subjects prior to different assortment size in restaurants, ice cream shops, electrical appliances or chocolate shops. The findings indicated that when the desirability/feasibility trade-off is salient, increasing psychological distance will increase consumers'' preference for choice diversity; however, when the desirability/feasibility trade-off is not salient, there is no statistical evidence supporting that increase in psychological distance decreases the consumer''s preference for the variety of goods.
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