Abstract

This research focused on the impact of the number of alternatives and presentation format on the likelihood of purchase from the choice set. The preference for the no choice option decreased as the number of alternatives increased. and it became higher when the alternatives form an efficient set, especially, presented sequentially than simultaneously. When alternatives were presented simultaneously, the participants' preference for the no choice option, as expected, showed an inverted U-shaped trend, first increased and then decreased. When alternatives were presented sequentially, there was a U-shaped trend. The participants' preference for the no-choice option were decreased from three to six alternatives and increased from six to nine alternatives. It concluded with a discussion of the implications of the research findings and directions for future research.