Choosing How Many Options to Choose From: Does it Depend on Affective Priming?

The article discusses the combination of the research areas, the tyranny of too much choice and affective decision making, to examine whether the number of options available will depend on people's affect towards the product. It reveals that the willingness of people to pay for products depended on whether they are computationally primed or affectively primed. It notes that calculation-primed individuals are more sensitive to the number of items compared to people who were affectively-primed.