The effects of thematic versus taxonomic categorization on choice overload when choosing university classes
Yun, Joseph
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https://hdl.handle.net/2142/49354
Description
Title
The effects of thematic versus taxonomic categorization on choice overload when choosing university classes
Author(s)
Yun, Joseph
Issue Date
2014-05-30T16:39:44Z
Director of Research (if dissertation) or Advisor (if thesis)
Duff, Brittany
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
Choice Overload
Mere Categorization
Thematic Categorization
Too Much Choice
Abstract
The problem of “having too much choice” within our everyday lives is magnified in online environments. This study looked at the effects of thematic categorization on the problem of choice overload by categorizing an undergraduate course catalog either by taxonomic categorization, thematic categorization, or no categorization. Surprisingly the three different types of categorization did not affect choice overload measures. Theoretical and practical implications are discussed.
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