Choice Overload and Purchase Intention Among Millennial Rural and Urban Consumers

Soumya Mohan, Purdue University

Abstract

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.

Degree

Ph.D.

Advisors

Christ, Purdue University.

Subject Area

Food Science

COinS