More is not always better: determinants of choice overload and satisfaction with customization in fast casual restaurants

Mass customization in fast casual restaurants has been a growing trend to meet customers’ increasingly tailored demands. To receive customization services, however, customers are required to make several choices with limited time. Therefore, this study examines the effects of a perceived number of choices and time pressure on choice overload and the subsequent effects of choice overload on satisfaction with customization in fast casual...