Featured Research

from universities, journals, and other organizations

Product choice: When are consumers most satisfied?

Date:
November 14, 2012
Source:
Journal of Consumer Research, Inc.
Summary:
Consumers may be less satisfied with the choices they make if their options are presented one at a time rather than all at once, according to a new study.

Consumers may be less satisfied with the choices they make if their options are presented one at a time rather than all at once, according to a new study in the Journal of Consumer Research.

"Sequentially presented choices create uncertainty. Consumers know that alternatives will become available in the future, but not what those alternatives will be. So there is always the possibility that a better option could later be available," write authors Cassie Mogilner (Wharton School of the University of Pennsylvania), Baba Shiv (Stanford University), and Sheena Iyengar (Columbia University).

Many decisions -- selecting a bar of soap at the drugstore, an entrιe at a restaurant, or a pair of shoes from Zappos -- involve choosing from options presented all at once. However, many important decisions -- choosing a job, a home, or even who to marry -- involve options presented one at a time. Does the way options are presented affect consumer satisfaction?

In a series of experiments, consumers presented with options one at a time ended up less satisfied with, and ultimately less committed to, their choices than those presented with their options all at once. Consumers presented with their options all at once tended to remain focused on the current set of options and focused on comparing them against each other, whereas those presented with their options one at a time tended to imagine a better option, hoping it would eventually become available. This feeling of hope undermined how they later experienced their choice, resulting in lower satisfaction and commitment levels.

"The primary difference between sequentially and simultaneously presented options is the presence of alternatives. Consumer satisfaction with a chosen option depends less on its objective merits, and more on how it compares to alternatives -- real or imagined. Enjoying the most satisfaction from our choices might require being willing to give up the eternal quest for the best," the authors conclude.


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Cassie Mogilner, Baba Shiv, and Sheena Iyengar. Eternal Quest for the Best: Sequential (vs. Simultaneous) Option Presentation Undermines Choice Commitment. Journal of Consumer Research, April 2013 [link]

Cite This Page:

Journal of Consumer Research, Inc.. "Product choice: When are consumers most satisfied?." ScienceDaily. ScienceDaily, 14 November 2012. <www.sciencedaily.com/releases/2012/11/121114113316.htm>.
Journal of Consumer Research, Inc.. (2012, November 14). Product choice: When are consumers most satisfied?. ScienceDaily. Retrieved September 21, 2014 from www.sciencedaily.com/releases/2012/11/121114113316.htm
Journal of Consumer Research, Inc.. "Product choice: When are consumers most satisfied?." ScienceDaily. www.sciencedaily.com/releases/2012/11/121114113316.htm (accessed September 21, 2014).

Share This



More Science & Society News

Sunday, September 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Sierra Leone in Lockdown to Control Ebola

Sierra Leone in Lockdown to Control Ebola

AP (Sep. 21, 2014) — Sierra Leone residents remained in lockdown on Saturday as part of a massive effort to confine millions of people to their homes in a bid to stem the biggest Ebola outbreak in history. (Sept. 20) Video provided by AP
Powered by NewsLook.com
Climate Change Rally Held in India Ahead of UN Summit

Climate Change Rally Held in India Ahead of UN Summit

AFP (Sep. 20, 2014) — Some 125 world leaders are expected to commit to action on climate change at a UN summit Tuesday called to inject momentum in struggling efforts to tackle global warming. Duration: 00:41 Video provided by AFP
Powered by NewsLook.com
Sierra Leone's Nationwide Ebola Curfew Underway

Sierra Leone's Nationwide Ebola Curfew Underway

Newsy (Sep. 20, 2014) — Sierra Leone is locked down as aid workers and volunteers look for new cases of Ebola. Video provided by Newsy
Powered by NewsLook.com
The Cost of Ebola

The Cost of Ebola

Reuters - Business Video Online (Sep. 18, 2014) — As Sierra Leone prepares for a three-day "lockdown" in its latest bid to stem the spread of Ebola, Ciara Lee looks at the financial implications of fighting the largest ever outbreak of the disease. Video provided by Reuters
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