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Title:The effects of thematic versus taxonomic categorization on choice overload when choosing university classes
Author(s):Yun, Joseph
Advisor(s):Duff, Brittany
Department / Program:Advertising
Discipline:Advertising
Degree Granting Institution:University of Illinois at Urbana-Champaign
Degree:M.S.
Genre:Thesis
Subject(s):Choice Overload
Mere Categorization
Thematic Categorization
Too Much Choice
Abstract:The problem of “having too much choice” within our everyday lives is magnified in online environments. This study looked at the effects of thematic categorization on the problem of choice overload by categorizing an undergraduate course catalog either by taxonomic categorization, thematic categorization, or no categorization. Surprisingly the three different types of categorization did not affect choice overload measures. Theoretical and practical implications are discussed.
Issue Date:2014-05-30
URI:http://hdl.handle.net/2142/49354
Rights Information:Copyright 2014 Joseph Yun
Date Available in IDEALS:2014-05-30
Date Deposited:2014-05


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