Abstract

This study intends to find out the effect of two depiction ways of assortment(visual/verbal), the size of assortment, and the SOP(style of processing) on the consumer's choice overload level. Therefore, the experimental design was 2(depiction way of assortment: visual/verbal) X 2(size of assortment: 6/30) X 2(SOP: verbal processing/visual processing) between-subjects design. The results of this experiment show that, first, in the case of assortment depiction way, verbal depiction resulted in more choice overload than visual depiction. Second, in the case of assortment size, participants in size of 6 experienced low choice overload than participants in size of 30. Third, visualizers experienced less choice overload when visual depicted assortment was presented and verbalizers also experienced less choice overload when verbal depicted assortment was presented. Fourth, visualizers experienced less choice overload when they served visual depicted assortment and small size of assortment. Also, verbalizers experienced less choice overload when they served verbal depicted assortment and big size of assortment. Fifth, there was no significant difference between choice overloads of visualizers and verbalizers when they served verbal depicted assortment and small size of assortment. But, visualizers experienced less choice overload when they served visual depicted assortment and big size of assortment.