Mohan.Soumya.Dissertation.UPLOAD.pdf (5.6 MB)

CHOICE OVERLOAD AND PURCHASE INTENTION AMONG MILLENNIAL RURAL AND URBAN CONSUMERS

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posted on 02.05.2020 by Soumya Mohan
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.

History

Degree Type

Doctor of Philosophy

Department

Computer Science

Campus location

West Lafayette

Advisor/Supervisor/Committee Chair

Dr. Sandra S. Liu

Advisor/Supervisor/Committee co-chair

Dr. Sharon Christ

Additional Committee Member 2

Dr. Richard Feinberg

Additional Committee Member 3

Dr. James Anderson

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