Cette recherche a pour objectif d'étudier les réactions des consommateurs face à une situation d'hyperchoix. À cet effet, deux expérimentations sont menées en manipulant le nombre de produits présentés dans un rayon bijouterie. Les résultats montrent que l'accroissement du nombre de produits a un effet positif sur l'image prix et la sensation de choix mais un effet négatif sur: l'attraction de la vitrine, la perception de la qualité, de l'originalité des produits, et l'envie de faire un choix. Cependant, ces effets de l'hyperchoix sont largement atténués par la présence d'une marque.
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