Many researchers have
studied the interaction between choice overload and purchase intention resulting
in mixed and sometimes contradictory results. This study extended the current
knowledge and examined how rurality (rural vs. urban/suburban) among millennial
consumers influences choice overload and purchase intention when presented with
extensive or limited options. Using both quantitative survey data and
qualitative interviews, the author studied consumer experiences to understand
choice overload and purchase intention better. Overall, some of the results
suggest a statistical difference between rural and urban/suburban participants
in their feelings of choice overload. However, many of the results were small
and unlikely to be of practical significance. Additionally, the interviews were
analyzed and multiple themes emerged, including possible factors that may
support prior meta-analytic conclusions about the nuance of choice overload.
| Identifer | oai:union.ndltd.org:purdue.edu/oai:figshare.com:article/12233789 |
| Date | 02 May 2020 |
| Creators | Soumya Mohan (5930057) |
| Source Sets | Purdue University |
| Detected Language | English |
| Type | Text, Thesis |
| Rights | CC BY 4.0 |
| Relation | https://figshare.com/articles/CHOICE_OVERLOAD_AND_PURCHASE_INTENTION_AMONG_MILLENNIAL_RURAL_AND_URBAN_CONSUMERS/12233789 |
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