Limiting choices and trust

This paper adds to current literature about choice difficulty and trust by adapting the model of Sarver (2008) in order to predict effects of trusting an intermediary who provides a pre-selected choice set on attractiveness of the choice set, choice difficulty and satisfaction with the chosen item. It is predicted that attractiveness of the choice set increases if the intermediary appears trustworthy, as items in the choice set are more likely to match preferences of the decision maker. Attractiveness in turn increases satisfaction with the chosen item as well as choice difficulty, which has a negative effect on satisfaction with the chosen item. These predictions are tested through analyzing the results of a survey created for the purpose of this study (N=90), where respondents were randomly selected into one of three treatment groups with either a trustworthy, untrustworthy or no intermediary. Results from tests with composite scales as well as structural equation modeling are partially in line with predictions. Evidence is found that attractiveness of the choice set increases both satisfaction with the chosen item as choice difficulty. The predicted positive effect of trust on attractiveness and the predicted negative effect of choice difficulty on satisfaction with the chosen item are found, but are not found to be significant. Implications of this research are still of importance to intermediaries who provide clients with pre-selected choice sets, as they should attempt to provide a varied pre-selection to increase attractiveness and be wary of providing choice sets if the client possesses much expertise of the subject and the options are relatively unknown to the client.