Is there a paradox of choice

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Is there a paradox of choice

  1. 1. Multi-dimensional choices<br />Is there a paradox of choices?<br />Adapted from AdPrin.com<br />
  2. 2. Is there a paradox of choice? Evidence<br />No. A meta-analysis of 49 published and unpublished studies on the “too much choice effect” found that there is no general effect from the number of choices available <br />(Scheibehenne, Greifeneder, and Todd 2010) <br />For a short summary, click here.<br />Adapted from AdPrin.com<br />
  3. 3. Some choice is good for customers<br />That is obvious for consumers.<br />It is also good for sellers because having choices changes the question from “whether” to buy to “which” to buy. <br />Adapted from AdPrin.com<br />
  4. 4. Experts like having many choices<br />Ever heard of a wine expert complain that a store offered too many wines?<br />But non-experts feel overwhelmed.<br />Adapted from AdPrin.com<br />
  5. 5. How can you satisfy poorly informed customer who face many multi-dimensional choices?<br />___ 1. Offer one choice<br />___ 2. Offer a few choices<br />___ 3. Offer many choices<br />___ 4. Offer many choices organized in uninformative categories.<br />___ 5. Offer many choices in informative categories<br />See the next slide for the answer.<br />Adapted from AdPrin.com<br />
  6. 6. Findings<br />The best solution comes from organizing things for customers, so they were most satisfied by #4 and #5 (they scored almost the same)<br />___ 4. Offer many choices organized in uninformative categories.<br />___ 5. Offer many choices in informative categories.<br />But #5 helps to educate the customer, so it is best.<br />Adapted from AdPrin.com<br />
  7. 7. Conditions for choices<br />When there are many substantive multi-dimensional options, organize them and provide guidance (1.3.3.)<br /> (Mogilner, Rudnick & Iyengar 2008)<br />They should be organized into meaningful groups of about 7 to 10 choices, and guidance should be given to uninformed shoppers.<br />For a further discussion, see (Persuasive Advertising, p 35-39)<br />Adapted from AdPrin.com<br />
  8. 8. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. <br />For example, organize the choices your firm offers more clearly so that they can be easily understood and ensure that lists for customer selections do not exceed 10 items.<br />Adapted from AdPrin.com<br />

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