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In the master thesis, we present theoretically-critical analysis of current academic knowledge about the paradox of choice and related selected personality characteristics. In the theoretical part, we examine the topic of desition-making. First part defines concept of the paradox of choice. The next part also includes previous research related to paradox of choice and related factors. In addition, we examine the phenomenon of post-decision regret in the context of the paradox of choice. In final section we elaborate relevant personality characteristics. The empirical part investigates the effect of paradox of choice, its relation to personality characteristics and post-decision regret. The research includes experiment, which is extended with personality questionnaire measuring maximization tendency, decisiveness and optimism. Those traits are measured by using Maximization scale Lai (2010), Life Orientation Test- Revised (LOT-R) and Bochum Personality Questionnaire (BIP). In the discussion, we further explore features of maximization tendency. Results does not show presence of the paradox of choice. Nevertheless participants from group with the most choices showed significantly more satisfaction with choice compared to participants from group with least choices which suggests opposite effect. In... |
