Featured Research

from universities, journals, and other organizations

Too Many Choices Can Spoil The Research

Date:
June 27, 2008
Source:
University of Chicago Press Journals
Summary:
The more choices people get, the less consistent they are in making those choices, according to a new study. The study's findings may affect the way researchers examine consumer choices.

The more choices people get, the less consistent they are in making those choices, according to a new study in the Journal of Consumer Research. The study’s findings may affect the way researchers examine consumer choices.

Authors Jordan J. Louviere (University of Technology, Sydney), Towhidul Islam (University of Guelph, Ontario), Nada Wasi, Deborah Street, and Leonie Burgess (all University of Technology, Sydney) examined choice experiments, where researchers study which brands or products consumers prefer. The research found that experiments that are considered “statistically efficient” (asking complex questions of fewer respondents) lead to less consistency in participants’ choices.

“The likely price a researcher pays in using optimal designs is less consistent choices,” write the authors.

The authors constructed experiments where participants had to choose among a number of options for ordering pizza or choosing vacations. They designed 22 different questionnaires with varied amounts of attributes. They found that the more efficient the study design was, the less consistent participants were with their choices.

The most efficient designs use many different attributes (such as delivery time and quality of ingredients for pizza). The authors believe that highly efficient study designs impose a higher cognitive load on the participants (requiring more thought for each response). That’s why their responses decrease in consistency.

“Our results suggest that researchers should pay attention to the ways that they design or administer experiments because these decisions can impact choice outcomes and choice variability,” write the authors.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Louviere et al. Designing Discrete Choice Experiments: Do Optimal Designs Come at a Price? Journal of Consumer Research, 2008; 0 (0): 080317133716999 DOI: 10.1086/586913

Cite This Page:

University of Chicago Press Journals. "Too Many Choices Can Spoil The Research." ScienceDaily. ScienceDaily, 27 June 2008. <www.sciencedaily.com/releases/2008/06/080625193854.htm>.
University of Chicago Press Journals. (2008, June 27). Too Many Choices Can Spoil The Research. ScienceDaily. Retrieved September 14, 2014 from www.sciencedaily.com/releases/2008/06/080625193854.htm
University of Chicago Press Journals. "Too Many Choices Can Spoil The Research." ScienceDaily. www.sciencedaily.com/releases/2008/06/080625193854.htm (accessed September 14, 2014).

Share This



More Mind & Brain News

Sunday, September 14, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Shocker: Journalists Are Utterly Addicted To Coffee

Shocker: Journalists Are Utterly Addicted To Coffee

Newsy (Sep. 13, 2014) A U.K. survey found that journalists consumed the most amount of coffee, but that's only the tip of the coffee-related statistics iceberg. Video provided by Newsy
Powered by NewsLook.com
'Magic Mushrooms' Could Help Smokers Quit

'Magic Mushrooms' Could Help Smokers Quit

Newsy (Sep. 11, 2014) In a small study, researchers found that the majority of long-time smokers quit after taking psilocybin pills and undergoing therapy sessions. Video provided by Newsy
Powered by NewsLook.com
'Fat Shaming' Might Actually Cause Weight Gain

'Fat Shaming' Might Actually Cause Weight Gain

Newsy (Sep. 11, 2014) A study for University College London suggests obese people who are discriminated against gain more weight than those who are not. Video provided by Newsy
Powered by NewsLook.com
Common Sleeping, Anxiety Pills Linked To Alzheimer's

Common Sleeping, Anxiety Pills Linked To Alzheimer's

Newsy (Sep. 10, 2014) Researchers found commonly prescribed sleeping and anxiety pills such as Xanax and Valium could lead to an increased risk for Alzheimer's disease. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

    Technology News



    Save/Print:
    Share:

    Free Subscriptions


    Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

    Get Social & Mobile


    Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

    Have Feedback?


    Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
    Mobile: iPhone Android Web
    Follow: Facebook Twitter Google+
    Subscribe: RSS Feeds Email Newsletters
    Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins