Featured Research

from universities, journals, and other organizations

Consumers Stop Buying As Number Of Options Increase

Date:
March 12, 2009
Source:
Wiley-Blackwell
Summary:
It is a common belief that having more options is better, and that people tend to go to stores that provide them with more choices. However, a new study in the journal Psychology & Marketing reveals that when people cannot easily determine which option is preferable, they are more likely to leave the store empty-handed.

It is a common belief that having more options is better, and that people tend to go to stores that provide them with more choices. However, a new study in the journal Psychology & Marketing reveals that when people cannot easily determine which option is preferable, they are more likely to leave the store empty-handed.

When options are very similar or the options are difficult to compare, people are likely to leave the store without making a choice. If there isn’t enough time to acquire the necessary information for making a choice, then the individual may leave without choosing anything.

Researcher Beth Veinott, Ph.D., and colleagues performed the first simulation of the choice overload effect in which people sometimes prefer a choice among fewer options than more options. The study provides explanations for why the behavioral experiments of this effect have received mixed results.

“With the rise of the internet, the number of choices that people have is only increasing,” the authors conclude. “Our research suggests that there may be a downside to this increase of options affecting people’s ability to decide in a particular situation.”

Various facets of what has been characterized as the “tyranny of choice” are explored in other articles featured in the March issue of Psychology & Marketing, a special issue devoted to research on consumer behavior as it relates to purchase intent and purchase choice.


Story Source:

The above story is based on materials provided by Wiley-Blackwell. Note: Materials may be edited for content and length.


Journal Reference:

  1. Jessup et al. Leaving the store empty-handed: Testing explanations for the too-much-choice effect using decision field theory. Psychology and Marketing, 2009; 26 (3): 299 DOI: 10.1002/mar.20274

Cite This Page:

Wiley-Blackwell. "Consumers Stop Buying As Number Of Options Increase." ScienceDaily. ScienceDaily, 12 March 2009. <www.sciencedaily.com/releases/2009/03/090311111008.htm>.
Wiley-Blackwell. (2009, March 12). Consumers Stop Buying As Number Of Options Increase. ScienceDaily. Retrieved April 16, 2014 from www.sciencedaily.com/releases/2009/03/090311111008.htm
Wiley-Blackwell. "Consumers Stop Buying As Number Of Options Increase." ScienceDaily. www.sciencedaily.com/releases/2009/03/090311111008.htm (accessed April 16, 2014).

Share This



More Mind & Brain News

Wednesday, April 16, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. Video provided by Newsy
Powered by NewsLook.com
Cognitive Function: Is It All Downhill From Age 24?

Cognitive Function: Is It All Downhill From Age 24?

Newsy (Apr. 15, 2014) A new study out of Canada says cognitive motor performance begins deteriorating around age 24. Video provided by Newsy
Powered by NewsLook.com
App Fights Jet Lag With The Power Of Math

App Fights Jet Lag With The Power Of Math

Newsy (Apr. 13, 2014) Researchers at the University of Michigan have designed an app to fight jet lag by adjusting your body's light intake. 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