中文摘要：

传统营销学认为商品选择“多多益善”，多样的商品可以吸引消费者并提高市场占有率。但是行为决策学者的研究却发现：当商品数量上升到一定数目时，消费者会体验到更多的选择困难，进而延迟消费决策甚至不做决策，且满意度降低，后悔情绪增加，也即“选择超载”效应。学者们认为导致选择超载的认知因素是认知损耗，情绪因素是过多选项所带来的负性情绪，也有研究发现选择超载效应会受到选项集特征和消费者个体差异等边界条件的影响。本文对选择超载效应相关文献进行了系统的回顾和梳理，探讨了选择超载的前因、其可能带来的后果以及选择超载效应对商品营销实践的启示，并指出了未来研究方向。

英文摘要：

Traditional marketing argues that the choice of commodities should be the more, the better, and diversified commodities can attract consumers and lead to the rise in market share. But the behavioral decision scholars find that when the number of goods reaches a certain level, consumers can experience more difficulty in choice, and then delay consumption decisions, even do not make decisions, thereby resulting in the reduction in satisfaction and the increase in regret, namely the effect of choice overload. Researchers argue that the cognitive factor leading to choice overload is cognitive depletion and emotional factors are negative emotions caused by excessive options; some researches show that the effect of choice overload is affected by boundary conditions like choice set feature and individual differences in consumers. This paper makes a literature review of the effect of choice overload, discusses the antecedents and possible outcomes of choice overload and its practice enlightenment for commodity marketing, and points out future directions in choice overload research.