Understanding Consumer Choice
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Understanding consumer choices to drive sales and repeat adoption of nutritious products
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According to Schwartz, when consumers are given too many options to choose from, choice overload kicks in. Instead, they become paralyzed and anxiety-ridden. In fact, offering fewer choices actually makes the process of choosing a lot easier.
And what happens is this imagined alternative induces you to regret the decision you made, and this regret subtracts from the satisfaction you get out of the decision you made, even if it was a good decision. The more options there are, the easier it is to regret anything at all that is disappointing about the option that you chose.
Through occasionally unorthodox experimentation, Ariely looks into the irrationality that lurks behind many judgments and decisions. How noble in reason!
After honing in on that power, Iyengar then transitions into her own tips for improving the decision-making process. Like Schwartz, Iyengar points out that when people are given too many options, their decision-making skills suffer. Yet in spite of this paradox, Iyengar ponders why so many people continue to assert their autonomy in making their own choices.
Instead of making better choices, we become overwhelmed by choice, sometimes even afraid of it. Choice no longer offers opportunities, but imposes constraints. The full text of this article hosted at iucr. If you do not receive an email within 10 minutes, your email address may not be registered, and you may need to create a new Wiley Online Library account. If the address matches an existing account you will receive an email with instructions to retrieve your username. Journal of Consumer Behaviour Volume 5, Issue 5.
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