How many times does someone go to the store and just stare at all the selections of options? How many options of potato chips and cookies can there really be? Is having a large selection more of a headache than, possibly a full stomach. There is a phenomenon called “Too-Much Choice effect” (TMC), which Iyengar and Lepper explained in 2000. The size of the set can and does have an affect on buying behaviors, along with a few other factors such as the time allotted to make the decision, along with there being an option of no option. Having too many choices can be more difficult than having too little choices, according to Iyengar and Lepper. In the article When Choice is Demotivating: Can One Desire Too Much of a Good Thing? Iyengar and Lepper conduct multiple studies on whether having a larger selection to pick from are more productive than having a smaller set size. One study that is conducted, illustrated that having a larger set size is not necessarily better. The experiment took place in a grocery store taste tester booth of jams. While more people stopped when the booth had more to sample, more participants who had a small selection size actually bought the product. Their findings were that nearly half of the people from a smaller flavor samples booth bought some of the jam, whereas very few bought any jam from the larger sample booth.(Iyengar, Lepper, 2000) So is having a large set selection a better thing, not necessarily so. Having too many options is just as bad as having too little options. Elena Reutskaja and Robin M. Hogarth point out that having a smaller selection is just as hard on consumers as having too many options. According to Ruetskaja and Hogarth(2009), more people are happy with a midway set selection th... ... middle of paper ... ...000). When choise is demotivating: Can one desire too much of a good thing?. Journal of Personality and Social Psychology, 79(6), 995-1006. doi: 10.1037///0022-3514.79.6.995Smith, M. (2001). Writing a successful paper. The Trey Research Monthly, 53, 149-150. Jessup, R., Veinott, E., Todd, P., & Busemeyer, J. (2009). Leaving the store empty-handed: Testing explanations for the too-much-choice effect using decision field theory. Psychology & Marketing, 26(3), 229-320. doi: 10.1002/mar.20274 Reutskaja, E., & Hogarth, R. (2009). Satisfaction in choise as a function of the number of alternatives:when "goods satiate". Psychology & Marketing, 26(3), 197-203. doi: 10.1002/mar.20268 Scheibehenne, B., Greifeneder, R., & Todd, P. (2010). Can there ever be too many options? a meta-analytic review of choice overload. Journal of Consumer Research, 37, 409-425. doi: 10.1086/651235
In the article, “Unnatural Selections” by Barry Schwartz, he states the importance of the default option using multiple examples and persuasive writing techniques to explain his reasoning to the reader. In the beginning of his essay, Schwartz uses an example of Buffalo Wild Wings to explain his reasoning on defaults and why they should be changed. “Research evidence suggests that labeling the smaller portions ‘regular’ will move far more people to order them than if the portions were labeled as they are now.” (10). Schwartz uses this example to effectively show the reader that defaults do influence how we make a decision. Moreover, Barry uses persuasive techniques such as relating the problem of default choices to a serious issue like
A flexible selection function is a good and bad thing. It means you may completely avoid certain types of food, such as food that is a little spicy. However, people are creatures of habit, and most will pick menu items that they know they like, giving them a less varied diet. At least if your choices are forced on you, then you are forced to try new things and eat a more balanced diet.
One of the first published works on this topic is titled, Availability: A Heuristic for Judging Frequency and Probability. Written by Kahneman and his long-time colleague Amos Tversky, this article highlights their initial conclusions about errors in our decision making. This paper explored a judgmental heuristic where a person assesses the frequency of classes or probability of events by way of availability (Tversky & Kahneman, 1973). In other words, how easy relevant instances to come to mind. They suggested a large contributor is our reliance on the availability heuristic, which is judging a situation based off of examples from a similar situation (Tversky & Kahneman, 1973). For example, assume you enjoy shopping at Costco and you have gone to the same Costco once a week for the last 10 years. Therefore, you are extremely familiar with the general layout of that specific store. However, you are on vacation and visit the Costco in your vacation spot for the first time. You arrive and, in a search for produce, you walk to the location it would be in the store you are familiar with. In the new store it may or may not be in the same
Increased portion sizes have gone unnoticed by consumers unaware of their unhealthy actions and has become the trend because of its gradual incorporation in our eating habits. In just twenty years, significant differences among the sizes of products can be noticed and most often seen to have doubled(1). Not only are increasing portion sizes reaching dine-out style meals where hamburger, french-fry, and soda sizes are two to five times larger than originals, but they are making their way into the homes of our public. Recipes found in newer editions of Joy of Cooking, a popular home cookbook, shows fewer serving sizes coming from identical recipes of older editions. This can be explained to show that larger portion sizes are to be anticipated from the recipes.
There may be a variety of choices in one area for the consumer, but not
food choices are unconscious. More variety of nutritional food appears to the supermarket, to our food
consumerism can be hugely related to the human phsychology.people want variety and are attracted to it when presented a range of products.furthermore attractive and idealistic advertisements pull potential customers further into the world of consumerism.from 20 different types of cereal to 35
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453–458.
Consumers with brand loyalty are indifferent with too many choices in shopping as they tend to ignore other brands and chooses product from their preferred brand.
In particular Avery & Baker’s explanation of the late selection theory of selective attention allows consumers to make decisions of selection or rejection of stimuli after they have been presented with the information.[i] This will be discussed in more detail later in this report with an example of the importance of colours in branding across the key competitors in the Australian mobile phone industry.
Consumer offerings are essential products that are available in the consumers’ market. However, not all these offerings are part of the consumers’ need at a particular time. In this brief piece of writing, readers will understand the consumer offerings that relate to their needs and when. Similarly, readers will learn the difference in these offerings and probably the products the author has patronized with a vivid example. At the end of the paper, readers should feel free to consult the references that aided the writing.
The use of advertising plays a huge role in the explanation of decision making. Schwartz contradicts some of the methods we learned in class. He states that life would be easier if products were less personalized. In class, we discussed that target markets should be specific. Another connecting communication principle is Maslow’s Hierarchy of needs. In class we discussed how these needs can all be met within our lives. In the reading, Schwartz states that when we make decisions, we can become satisfied. Also contradictory, he states that, in time, the consumer will become less satisfied with decisions they have made, even if the decision has met expectations.
Demarketing being a new concept not much investigated globally, especially in Pakistan, is gaining attention of the strategy makers and marketers in the environmental world. As the organizations are running towards going green and saving the Earth, more and more stress is being put on saving the scarce resources as well as limiting the use of harmful elements.
There are numerous models of customer buying behaviour process but most of them are composed of the “pre-purchase, purchase and post-purchase phase” (Hoyer and Maclnnis; 2001, Rayport and Jaworski; 2003).
The other day I walked into the supermarket to buy a box of Kleenex. I was faced with a variety of colors, textures, box designs, and even the option of aloe. All these features designed for a product to blow my nose into! Selection wasn't limited to the Kleenex section, either…I found abundance in every aisle. We seem to always want more - more choices, more variety, more time. In fact, even the word "supermarket" implies a desire for more than just a simple market.