What Do We Know About Consumer Choice And How Can We Use That For Design Thinking? 4 Ted.com #video Explanations
Choice Overload Reduces...
1. Engagement
2. Decision Quality
3. Satisfaction
How Do We Understand Consumer Choice? Four Different #video Explanations From Ted.com
Sheena Lyengar on How to Make Choosing Easier: businesses can lessen consumer choice paralysis, that is, get the consumer to choose to make a purchase by cutting the number of options available, concretizing the outcome of the choice, categorizing the options available, and conditioning the consumer to make complex decisions.
Sheena Lyengar on The Art Of Choosing: the consumer's culture affects how the consumer makes choices; American assumptions about choosing may not be the most beneficial for everyone.
Dan Ariely on Are We In Control Of Our Own Decisions?: only one more option than the consumer expected to choose from can cause consumer choice paralysis; often consumers experiencing choice paralysis go with the default.
Barry Schwartz on The Paradox of Choice: when presented with more than seven options, a consumer becomes paralyzed makes no choice at all.
Hat tip to Steve Gottschalk for the summary descriptions.
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Author: Bill - Dr. William J. Ward, a.k.a DR4WARD is the Professor of Social Media at the S.I. Newhouse School of Public Communications at Syracuse University. He is ranked one of the "Top Marketing Professors on Twitter" in the world by Social Media Marketing Magazine for providing useful content and consistently engaging with followers and truly "getting it" when it comes to the best ways to use Twitter and other forms of Social Media. He earned his Ph.D. in Media and Information Studies at Michigan State University and teaches internationally. He also participates with the Cannes Lions International Festival of Creativity.
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