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Application of Paralysis Analysis Syndrome in Customer Decision Making

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The term “analysis paralysis” or “paralysis of analysis” refers to over-analyzing (or over-thinking) a situation, or citing sources, so that a decision or action is never finally taken, resulting in paralyzing the outcome. It is a general myth that when a consumer is given more choices by the vendor the sales go up. This research paper attempts to apply this principal to consumer decision making process during choosing a product. This paper presents the details of the study. It was found that consumers are known to postpone their buying decision when they are spoilt for choices, while they have closed deals quicker when there have been lesser options to choose from. It was concluded that when customers have more choices, they buy less; in decision-making people often simplify using the wrong criteria; more choices lead to greater dissatisfaction because expectations are raised. This also provides a product comparison or version comparison chart and helps to simplify the interface: prune unnecessary options or tuck them in an optional “advanced options” section.
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Procedia Economics and Finance 11 ( 2014 ) 323 – 334
Available online at www.sciencedirect.com
2212-5671 © 2014 Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/3.0/).
Selection and/or peer-review under responsibility of Symbiosis Institute of Management Studies.
doi: 10.1016/S2212-5671(14)00200-7
ScienceDirect
Symbiosis Institute of Management Studies Annual Research Conference (SIMSARC13)
Application of Paralysis Analysis Syndrome in
Customer Decision Making
Rony Kurien
a
*, Dr. Anil Rao Paila
b,
Dr. Asha Nagendra
c
a
Research Scholar, COO, E-cole Hoteliere Lavasa, Pune
b
Dean & Director, Professor Welingkar Institute of Management Research, Bangalore Campus
c
Professor, Symbiosis Institute of Management Studies, Pune
Abstract
The term "analysis paralysis" or "paralysis of analysis" refers to over-analyzing (or over-thinking) a situation, or citing sources,
so that a decision or action is never finally taken, resulting in paralyzing the outcome. It is a general myth that when a consumer
is given more choices by the vendor the sales go up. This research paper attempts to apply this principal to consumer decision
making process during choosing a product. This paper presents the details of the study. It was found that consumers are known to
postpone their buying decision when they are spoilt for choices, while they have closed deals quicker when there have been lesser
options to choose from. It was concluded that when customers have more choices, they buy less; in decision-making people often
simplify using the wrong criteria; more choices lead to greater dissatisfaction because expectations are raised. This also provides
a product comparison or version comparison chart and helps to simplify the interface: prune unnecessary options or tuck them in
an optional "advanced options" section.
© 2013 The Authors. Published by Elsevier B.V.
Selection and/or peer-review under responsibility of Symbiosis Institute of Management Studies.
Keywords:
Paralysis analysis; Options; Choices
* Corresponding author.
E-mail address:ronyrong.kurien@ecolelavasa.com
© 2014 Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/3.0/).
Selection and/or peer-review under responsibility of Symbiosis Institute of Management Studies.
324 Rony Kurien et al. / Procedia Economics and Finance 11 ( 2014 ) 323 – 334
1. Introduction
The term "analysis paralysis" or "paralysis of analysis" refers to over-analyzing (or over-thinking) a situation, or
citing sources, so that a decision or action is never finally taken, resulting in paralyzing the outcome. A decision can
be treated as over-complicated, with too many detailed options, so that a choice is never made, rather than try
something and making a change if a major problem or deviation arises. A person might be seeking the optimal or
"perfect" solution, and for fear of making any decision which could lead to erroneous results, always keeps seeking
a better solution.
The phrase describes a situation where the opportunity cost of decision analysis exceeds the benefits that could be
gained by enacting some decision, or an informal or non-deterministic situation where the sheer quantity of analysis
overwhelms the decision-making process itself, thus preventing a decision
It is a general myth that when a consumer is given more choices by the vendor the sales go up. This research paper
attempts to apply this principal to consumer decision making process during choosing a product. This paper presents
the details of the study.
2. Methodology
2.1. Hypothesis:
Sales of the given product go up in case more choices are made available for that product
2.2. Samples and Sampling Techniques
An opinion survey was conducted by sending questionnaires to 500 people of which, 100 people responded to
the survey. Secondary data was collected from various sources and research papers to check this hypothesis. The
sample was chosen using stratified convenient random sampling method.
The respondents belonged to the following strata / categories
Management professors who taught consumer behavior and marketing
Marketing managers of various companies in FMCG sector
Consumers working at Junior and Middle level managerial positions
Secondary data was collected from books, journals, research papers and websites
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Rony Kurien et al. / Procedia Economics and Finance 11 ( 2014 ) 323 – 334
Table 1: Category wise choice of products for study
Product Category Pasta Mobile Phones
FMCG ( Low Value, Frequent)
9
Mid value ( infrequent)
9
As shown in the Table 1, pasta was chosen as one product which is in FMCG category and Mobile phone in the
infrequent, mid value purchase category of products
Table 2: Sampling Size and sampling methods
Products
Pasta
Mobile Phones
Sample Size for stores /
Vendors
2 Small Stores and 2
Departmental Stores in each of
the chosen city
2 Single Stores and 2 Multi Brand
Stores in each of the chosen city
Consumers
50 respondents 50 respondents
Sampling Method for
products and consumer
Sampling Method for choice of products under study and consumer and
experts
As shown in Table 2 small stores and 2 big department stores were chosen from Pune. Data was collected from
the stores and consumers. It was analyzed using statistical data analysis tools.
The data was quantitative and qualitative in nature. This data was analyzed, summarized and presented in this
report.
3. Data Representation and Analysis
3.1. Primary Data Analysis
Products identified for the study is Pasta in FMCG category and Mobile phone in infrequent purchase category.
The study attempts to look at the trends in unit sales of the two pasta brands in two small stores and five brands
of pasta in two departmental stores. The idea of choosing a small store and a departmental store is to observe if
there is a difference between the units of pasta brands sold across these stores because of wider choice available.
Similar logic applies in the choice of stores to study the unit sales of mobile phones. The data was collected from
both the vendors and the consumers. The study attempts to explore the link between increases in sales, due to
wider choice.
326 Rony Kurien et al. / Procedia Economics and Finance 11 ( 2014 ) 323 – 334
Vendors shared the records of the unit sales figures for the period of year 2001 to 2010. This information was
shared in strict confidence.
Figure 1: Trends in Pasta sales across small stores
Year
2001
Year
2002
Year
2003
Year
2004
Year
2005
Year
2006
Year
2007
Year
2008
Year
2009
Year
2010
Small Store 1
Small Store 1 Barilla
79
93
155
107
141
191
212
293
331
344
Small Store 1 Bambino
142 134 149 161 178 204 391 414 503 645
Small Store 2
Small Store 2 Barilla
81 94 158 111 142 189 200 291 333 347
Small Store 2 Bambino
141 135 151 164 179 205 394 417 506 647
0
100
200
300
400
500
600
700
Salesle Figures in Units
Trends in Pasta sales across small stores
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Rony Kurien et al. / Procedia Economics and Finance 11 ( 2014 ) 323 – 334
Figure 2: Trends in Pasta sales across Departmental stores
The data shows that given a wider choice the sales of the given products increase. The comparative higher sales
of pasta in departmental store 2 since year 2005 as compared to that of the sales in departmental store 1, led to
further investigation to understand the reasons for this phenomena. The supervisor of the pasta section helps the
consumer manage his/her choices better by using the following techniques:
Finding the requirements and taste preferences of the consumer
Giving suggestions based on the above findings
Helping the consumer compare the brands based on the price, nutrition value, taste and ingredients
Barilla
Bambin
o
Colavita
Sanrem
o
De
Cecco
Agnessi Barilla
Bambin
o
Colavita
Sanrem
o
De
Cecco
Agnessi
Dept. Store 1 Dept. Store 2
Year 2001
311 531 151 103 45 5 309 533 153 104 46 8
Year 2002
202 548 164 81 63 13 204 548 169 82 66 17
Year 2003
297 730 178 93 87 26 299 739 182 98 94 28
Year 2004
284 741 217 170 94 113 286 744 219 174 103 118
Year 2005
314 750 221 318 109 56 317 751 223 323 112 64
Year 2006
526 754 243 643 218 65 546 784 271 673 221 73
Year 2007
846 760 283 674 227 72 866 779 297 698 234 91
Year 2008
809 780 340 476 343 136 900 793 362 487 348 161
Year 2009
662 800 360 292 392 347 778 819 384 321 407 376
Year 2010
559 869 397 175 550 697 668 883 406 188 568 714
0
100
200
300
400
500
600
700
800
900
1000
Sales Figures in units
Trends in Sales at two Departmental Stores
328 Rony Kurien et al. / Procedia Economics and Finance 11 ( 2014 ) 323 – 334
This helps the consumer of pasta to manage his or her choices and prevents the consumer from getting
overwhelmed with the large amount of choices.
The study also examines if the same logic is applicable to mobile phones which is an infrequent purchase and
relatively a high price item.
Figure 3: Trends in Mobile sales in single and Multi brand Departmental stores
Sales of Nokia in Single brand store are lower as compared to its sales in other multi brand stores. All the single
and multi brand stores are located in the same vicinity. People visit the multi brand stores more because of
wider choice available and hence the sale of the brand under study, i.e. Nokia, increases.
Nok
Mot
SE
Nok
Mot
SE
Nok
Mot
SE
Nok
Mot
SE
Nok
Mot
SE
Nok
Mot
SE
Nok
Mot
SE
Nok
LG
Nok
LG
Nok
LG
Year 2000
Year 2001
Year 2002
Year 2003
Year 2004
Year 2005
Year 2006
Year 2007
Year 2008
Year 2009
SB Stores 1
291 734 761 354 124 705 429 146 114 571 221 149 989 302 228 218 105 604 389 132 115 490 226 122 503 221 197 1E+ 268 205
SB Stores 2
219
696
528
238
814
498
263
113
869
310
152
113
338
142
188
564
317
578
868
882
504
145
952
644
198
100
686
249
106
750
MB Stores 1
431
125
862
456
916
768
508
946
854
530
162
121
100
185
138
242
396
158
421
654
221
478
117
428
540
170
589
1E+
234
681
MB Stores 2
322 810 753 341 863 817 480 847 970 624 113 105 876 121 117 171 157 134 250 200 227 274 336 480 284 924 645 910 154 872
MB Stores 3
345 856 623 401 741 767 452 876 824 528 838 872 678 100 986 126 132 105 177 190 205 222 280 324 267 812 492 742 121 810
0
20000
40000
60000
80000
100000
120000
140000
160000
Sales Figures in units
Trends in sales of Mobile phones in single and multi
brand stores
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Rony Kurien et al. / Procedia Economics and Finance 11 ( 2014 ) 323 – 334
It is also observed that the sales of Nokia in Multi brand store 1 are higher than the other Multi brand stores.
When investigated further it was found that the store helps the consumer to manage their choices and helps them
to choose from the wide range of choices, thus preventing the consumer from getting overwhelmed with the
choices.
To find the consumers perspective, an opinion survey was carried out to find out as to what prompts a consumer
to make a positive buying decision in case of pasta and mobile phones.
The analysis of data of this opinion survey is as follows:
Figure 4: Consumer Responses for a given range of choices: Pasta
Observations:
In case of limited choices consumer tends to make a negative buying decision immediately. Thus the store
looses an opportunity to make a sale.
In case of 3 to 6 choices, the consumer makes an impulsive positive buying decision because it is easy for
the consumer to choose quickly without much thinking. This results in an immediate sale in most of the
cases.
1 to 2 choices 3 to 6 choices 7 to 10 choices > 10 choices
Make a impulsive positive buying decision
immediately
5 454010
Make a Impulsive Negative buying decision
immediately
63 11 17 9
Make a informed positive buying decision
immediately
628606
Make a Informed Negative buying decision
immediately
371188
0
10
20
30
40
50
60
70
80
Frequency of consumer responses
Consumer Responses for a given range of choices :
Pasta
330 Rony Kurien et al. / Procedia Economics and Finance 11 ( 2014 ) 323 – 334
In case of 7 to 10 choices the consumer prefers to make an informed positive decision and in most cases
would need some help in managing the choices. However if this can be managed properly the sales will be
much higher as compared to the second option of giving only 3 to 6 choices thus increasing the sales.
In case of > 10 choices consumers would tend to postpone the buying decision.
Figure 5: Consumer Responses for given range of choices: Mobile Phones
In case of limited choices consumer tends to make a negative buying decision immediately. Thus the store
looses an opportunity to make a sale.
In case of 3 to 6 choices, the consumer makes an informed positive buying decision. This results in an
immediate sale in most of the cases.
Make a
impulsive
positive buying
decision
immediately
Make a
Impulsive
Negative buying
decision
immediately
Make a informed
positive buying
decision
immediately
Make a Informed
Negative buying
decision
immediately
Postponed the
decision
1 to 2 choices
3 10 0 95 54
3 to 6 choices
5
6
24
5
21
7 to 10 choices
674702
> 10 choices
10 2 29 0 23
0
10
20
30
40
50
60
70
80
90
100
Frequency of consumer responses
Consumer Responses for given range of choices : Mobile
Phones
331
Rony Kurien et al. / Procedia Economics and Finance 11 ( 2014 ) 323 – 334
In case of 7 to 10 choices the consumer prefers to make an informed positive decision and in most cases
would need some help in managing the choices. However if this can be managed properly the sales will be
much higher as compared to the second option of giving only 3 to 6 choices thus increasing the sales.
In case of > 10 choices 36 % of consumers would tend to postpone the buying decision. 45 % would make
a informed buying decision, 16 % would make a impulsive buying decision and 3 % would make a
negative buying decision. However this situation does not help the store to increase the sales.
3.2. Secondary Data Analysis
According to Saad, a well-known researcher in consumer behavior and Evolutionary psychology (EP), EP can
enrich consumer behavior research. He suggests that one of the main benefits of taking a Darwinian perspective to
consumer research would be to permit researchers to address scientific issues at both proximate and ultimate levels.
In contrast, EP views the mind as consisting of Darwinian modules that have each evolved to solve very specific
survival problems. Thus, the process that the mind uses to solve one adaptive problem is not necessarily the same
process that would be used to solve a different one. Unlike the ideas proposed by domain-general theorizing, the
processes that the mind uses to solve a specific problem are not necessarily transferrable to other domains.
Currently, most consumer researchers use domain-general theorizing, producing vast amounts of unconnected
findings, and would be greatly supplemented by the application of domain-specific theorizing. He also suggests that
a Darwinian perspective would permit consumer researchers to recognize the importance of both domain-general
and domain-specific mental modules and theorizing. According to Saad the mind is an accumulation of general-
purpose, domain-independent mental processes and algorithms, as demonstrated by behaviorism, various cognitive
approaches, and the “cost-benefit” framework.
Consumer products are built to lure people who may or may not need the product but want to have them (as status
symbol more so or less but not based on actual needs. A new phone, computer, car, watch, etc... every year may not
be necessary).
The limitless options we encounter make it difficult to finalize a choice. In a study led by Sheena Iyengar, a
management professor at Columbia University Business School, one group of people was presented with samples of
six different jams available for purchase while another group was presented with twenty four different jams. The
twenty four jam group showed much greater interest when sampling, but the six jam group was ten times more
likely to actually purchase a jam. Sheena's advise perhaps suits more to a specific product category which in this
case has been FMCG impulse goods. Exercising choice depends upon many factors other than the variety syndrome.
How much variety is appropriate would depend upon the psychographic profile of the target segment. It is correct to
say that a 'small' number of choices helps in taking an immediate decision. But how to arrive at that 'small' number
requires considerable researching into. Moreover it would be interesting to study how many choices would be a
good number in case a decision has to be made by a group versus an individual. When a company reduces number
332 Rony Kurien et al. / Procedia Economics and Finance 11 ( 2014 ) 323 – 334
of lines or products it carries, it allows the company to manage the logistics in a better manner hence a healthy top
line.
When considering low involvement fast moving consumer goods, her point can be seen that too many choices can
confuse the consumers. However, in infrequent, expensive, and high involvement purchases, the opinion survey
suggests that a wide range of options are important in order to match the customers' needs. The crucial task for the
seller is then to fully understand the demands and guide their client to the solutions which will fit them the most.
More choices lead to confusion and less sales is true more to a specific product category like FMCG impulse goods.
Exercising choice depend upon many factors other than the variety syndrome. How much variety is appropriate
would depend upon the psychographic profile of the target segment. It is correct to say that a 'small' number of
choices help in taking an immediate decision. But how to arrive at that 'small' number requires considerable
researching into. Moreover it would be interesting to study how many choices would be good number in case a
decision has to be made by a group versus an individual. When a company reduces number of lines or products it
carries it allows the company to manage the logistics in a better manner hence a healthy top line.
As per the research, consumer choice for a variety of goods has the following characteristics:
It is good to limit variety in case of individual decision making situation for FMCG category of goods.
Offer a larger variety of options & features if purchase decision has to be taken by a team in a case of B2B
category.
Greater choice is directly proportional to the education & income level of the buyer.
Generally it is more efficient to offer 7-10 choices for convenience goods
Thus it is fairly evident that only giving choices to a consumer do not help to increase the sales. The vendor also
needs to help the consumer manage the choices and narrow down on that single choice he wanted to make.
As a communicator, instructor or salesmen, one must learn to organize the available information (choices) in a way
that enables the recipient to progressively digest the ideas. It's almost like the concept of "low hanging fruit", if it is
too challenging to begin with, many will inherently dismiss the information and move on. From the decision-maker
perspective, a person who is be impulsive, has a tendency to get caught up in "analysis paralysis" or "contingency
thinking". When making quick, decisive decisions one tends to fare much better. Of course decisions with greater
long term impact require more contemplation; the fast and furious approach allows one to move quickly and
resiliently throughout the onslaught of his/her daily choices.
Economists talk about increasing product variety. The idea is that increased variety helps to increase the welfare of
the consumer by allowing them to find a product that more closely matches their needs. Effectively their real income
has increased. However, as is often lampooned, economists often treat people as perfect number crunches, where
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Rony Kurien et al. / Procedia Economics and Finance 11 ( 2014 ) 323 – 334
increasing the number of choices would have no effect on people’s states of mind. Of course that is generally not
true. There is some tradeoff between getting the product that best matches your needs (by increasing variety) versus
the amount of effort it takes to choose as the number of possibilities increases. Given that, you can think of a
theoretical optimal number of varieties that balances the incremental benefits of an additional option versus its cost.
Designing the way the choices are presented to minimize the amount of effort it takes to make them is a great
example of innovation that increases consumer welfare. Generally, we think of increasing innovation associated
with the introduction new products, but it doesn’t have to be. It could be a better way to sort through the currently
available set of products.
So it is important to build a bridge between the ideas in economics that variety is good thing versus a common
perception that a consumerist society with many choices is exhausting.
Theodore in Jan 28 2012: Choice Blindness, "The study was led by Lars Hall, at Lund University. It was inspired by
a 2005 study, led by Petter Johansson, which showed male subjects, a pair of female faces. The subjects were asked
to choose the face that they found more attractive. Then, the mischievous scientists used a “card trick” to reverse the
outcome of the choice.
Here’s where the results get a little sad: Less than 30 percent of subjects noticed that their choice had been changed.
Our eyes might have preferences, but this doesn’t mean our mind can remember them."
Organizing the multitude of choices (even when it results in fewer choices) helps the decision-making process by
providing a framework for eliminating the uninteresting options.
The phenomena called 'The PARADOX of Choice'. It says that there are a "magic" number of choices that would
benefit us rather than harm us. But the fact is, it's impossible to calculate it, and even if you did, and enacted
policies, this would have to be a choice that everyone would have to make. In theory, if we did decide to decrease
our amount of choices, we would be giving up a freedom (even if it does lead to "imprisonment" or paralysis). And
it seems like any policy restricting our choices would be oppressive and I'm sure the average person would not be in
favor of it, even if our abundance of choice is leading to unhappiness. This is a paradox.
Thus the key is to help consumers manage choices and not overwhelm them with choices.
4. Conclusion
Consumers are known to postpone their buying decision when they are spoilt for choices; while they have closed
deals quicker when there have been lesser options to choose from.
Other inferences drawn are as follows:
When Customers Have More Choices, They Buy Less
334 Rony Kurien et al. / Procedia Economics and Finance 11 ( 2014 ) 323 – 334
In Decision-Making, People Often Simplify using the Wrong Criteria
More Choices Lead to Greater Dissatisfaction Because Expectations are Raised
Reduce the Number of Choices and Decisions that End-Users Have to Make
Provide a Product Comparison or Version Comparison Chart
Select Useful Defaults that Apply to Most People
Simplify the Interface: Prune Unnecessary Options or Tuck Them in an Optional "Advanced Options"
Section
Avoid the Paralysis of Choice by Providing a Simplifying Criterion
Different Target Audiences Have Different Levels of Expectations and Competence in Handling Variety
Thus when confronted with too many choices, people are often crippled by the large number of variables they have
to juggle to make a decision. Using some of the tips given in this article, one can improve customer satisfaction and
perhaps even increase sales by avoiding this paralysis of choice.
References
Taylor Lindstrom(2000), Last accessed (W ednesday, March 27, 2013) internethttp://theintrovertentrepreneur.com/2011/07/26/how-
to-kick-your-paralysis-by-analysis-addiction/
Quzlet(2009), Last accessed (Wednesday, March 27, 2013) internethttp://quizlet.com/dictionary/consumer-choice/
Roderick W, Admap issue 489 (Dec 2007) ‘decisions decisions’ (library and learning resources, e-
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Consumer Behaviour and Marketing Strategy, 8th Ed, (2008) J. Paul, Peter and Jerry C. Olson McGraw Hill: Boston.
... The choice overload was used in this study to gauge overchoice. According to the literature, this variable is produced by a number of different factors, including: a) Overwhelmingness: consumers who are presented with an overwhelming number of options are paralyzed by the numerous factors they must consider before making a purchase (Kurien et al., 2014). Our performance on intellectually difficult tasks will suffer, along with overall creativity, willpower, and personal wellbeing, if we overthink (Kane, 2015). ...
... According to some research, maximizers and satisficers both experience regret when thinking about comparable options while using a concrete mentality and noncomparable alternatives when using an abstract mindset (Hassan et al., 2014). e) Inaction/delay: when faced with too many options, customers postpone making a choice (Kurien et al., 2014). ...
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... The choice overload was used in this study to gauge overchoice. According to the literature, this variable is produced by a number of different factors, including: a) Overwhelmingness: consumers who are presented with an overwhelming number of options are paralyzed by the numerous factors they must consider before making a purchase (Kurien et al., 2014). Our performance on intellectually difficult tasks will suffer, along with overall creativity, willpower, and personal wellbeing, if we overthink (Kane, 2015). ...
... According to some research, maximizers and satisficers both experience regret when thinking about comparable options while using a concrete mentality and noncomparable alternatives when using an abstract mindset (Hassan et al., 2014). e) Inaction/delay: when faced with too many options, customers postpone making a choice (Kurien et al., 2014). ...
Conference Paper
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Consumers today are burdened by a huge number of advertising messages and various products and services that are put in front of them to choose from. In such situations, analysis paralysis syndrome often occurs, i.e. the impossibility of choosing a product, that will most adequately meet their needs, among many similar ones. Very often such decisions are encumbered by social influences and expectations. Consumers, due to the fear of social ostracism, feel even more anxious when choosing, which only deepens this syndrome. The impossibility of making a final decision arises because consumers are not sure enough whether they will make a good choice, and sometimes feel frozen in such a moment of tension. Marketing experts can avoid this situation, and influence consumer behavior, by offering consumers a smaller number of items to choose from, trying to better understand their real needs, or clearly and honestly directing them to the option that would suit them best. In such a situation, the decoy effect can be helpful, that is, to add a less desirable option (most often as a third-choice option), whose function is to change the perception of consumers in relation to the other two options. In this approach, consumers are subconsciously shown the way to a certain item, which will relieve them of the tension of choosing (a product), which is also in the company's best interest to sell. Keywords: Analysis paralysis syndrome, Decoy effect, Consumer behavior
... The choice overload was used in this study to gauge overchoice. According to the literature, this variable is produced by a number of different factors, including: a) Overwhelmingness: consumers who are presented with an overwhelming number of options are paralyzed by the numerous factors they must consider before making a purchase (Kurien et al., 2014). Our performance on intellectually difficult tasks will suffer, along with overall creativity, willpower, and personal wellbeing, if we overthink (Kane, 2015). ...
... According to some research, maximizers and satisficers both experience regret when thinking about comparable options while using a concrete mentality and noncomparable alternatives when using an abstract mindset (Hassan et al., 2014). e) Inaction/delay: when faced with too many options, customers postpone making a choice (Kurien et al., 2014). ...
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Drying is one of the oldest food preservation methods. By reducing the water activity through drying, microbial and enzyme activation is limited, thus extending the shelf life of foods. Until today, many methods have been tried in drying fruits and vegetables. Very few of these are used to dry products in liquid form. Freezing, spraying, and foam drying are used for drying products in liquid form. Foam drying involves first mixing the liquid product with foaming agents into the foam form, and then drying it with any technique. Since the surface area of the product, which is brought into the foam form, will increase, the drying time is reduced, thus the nutritional content of the produced powder is preserved. This method is especially used for drying viscous and sugary products. In this method, various foamers and stabilizers such as egg albumin, glycerol monostearate, carboxymethyl cellulose, xanthan gum, whey protein, soy protein, milk, lecithin are used for stable foam formation. The most commonly used method of foaming is whisking. The foaming agents used in the production of stable foam, the foam stabilizer, the structure of the food, as well as the whipping time also affect. In this review, the mechanism of foam drying, foamers used to create foam, foaming techniques, and their use in the fruit and vegetable industry are discussed. Key words: Foam mat drying, drying methods, foaming agent, foaming stability
... The choice overload was used in this study to gauge overchoice. According to the literature, this variable is produced by a number of different factors, including: a) Overwhelmingness: consumers who are presented with an overwhelming number of options are paralyzed by the numerous factors they must consider before making a purchase (Kurien et al., 2014). Our performance on intellectually difficult tasks will suffer, along with overall creativity, willpower, and personal wellbeing, if we overthink (Kane, 2015). ...
... According to some research, maximizers and satisficers both experience regret when thinking about comparable options while using a concrete mentality and noncomparable alternatives when using an abstract mindset (Hassan et al., 2014). e) Inaction/delay: when faced with too many options, customers postpone making a choice (Kurien et al., 2014). ...
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Garlic, onions, and leeks are vegetables that belong to the Allium family and are widely consumed all over the world. Leeks are grown in temperate regions of the world, including Europe, Asia, North America, and Africa. Turkey has an important place in terms of the production amount of leek and other Allium vegetables (garlic, onion, etc.). Along with other Allium vegetables, it ranks 2nd in the world in terms of production amount. Various studies have been conducted on the effects and popularity of Allium vegetable species on human health. Leeks, which are generally consumed fresh, are rich in potassium, iron, dietary fibers, phenolic acids, flavonoids and glucosinolates. It is rich in fructooligosaccharides and inulin, known as prebiotics. Leeks contain about 5% fructooligosaccharides and 3-10% inulin. The main flavonoid of leeks is kaempferol. It is known that the consumption of foods containing kaempferol prevents the development of cancer and cardiovascular diseases. Recent research has shown an association between the consumption of certain Allium species, particularly garlic and leeks, and a reduced incidence and risk of breast cancer. It has been shown that Allium species reduce the risk of cardiovascular disease due to their antithrombotic, antihypertensive, hypolipidemic, hypocholesterolemic and anti-hyperhomocysteinemia effects, antimicrobial, antiviral, antidiabetic, antiprotozoal, antioxidant, antispasmodic, anticarcinogenic, antimutagenic, antiasthmatic, antiamnesic, antiinflammatory, it has been reported by various studies that it has effects such as liver protective, neuroprotective, hypotensive, hypoglycemic, immunomodulatory, urease - xanthine oxidase inhibitor. In this article, the rich composition, cultivation, evaluation and health effects of the leek are discussed. Keywords: Leek, health, composition
... Now that you have identified three interesting Netflix movies, you are faced with the complex choice of deciding in which order to watch themare you also overthinking such choices? Handling the number of variables and environmental factors is known as analysis paralysis [42]. People are often overwhelmed when striving to make the best possible decision, hindering concrete actions. ...
Conference Paper
Theory is a pivotal component in Information Systems (IS) research and no less so in Design Science Research (DSR) projects, which are typically expected to select and use kernel theories to develop theoretical contributions. However, the actual application and utilization of kernel theories remain challenging and heterogeneous – from producing theoretical outcomes in each project to using theory for the justification of design activities. This is problematic since academic journals have high expectations for selecting, using, and contributing to (kernel) theory. As a consequence, DSR researchers, especially novice ones, face challenges in navigating the high expectations of journals with a blurry research component. In this paper, we explore a set of tensions prevalent in the selection, use, and development of kernel theory to then elaborate on possible pathways to respond to them.
... Their results suggested that a larger percentage of buyers (30%) made purchases from limited choice-set size while only a small percentage of buyers (3%) made purchases from larger choice-set size.Consistent with these results, other consumer behavior studies revealed that consumers are more likely to delay their choices or forgo their decisions with an increment in choice-set size which adversely impacts consumers' choices and preferences (Chernev, 2003 they found that they have to make selection from too many options while they make decisions with fervour if they have to choose from limited options. Moreover,abundance of choices gives birth to the paradox of choice which in turn generate decision paralysis because more choices lift the expectation of individual (Kurien et al., 2014).The choice is a good thing but too many choices come with consequences like decision paralysis and dissatisfaction. The problem of choice overload is fiercer for maximizers than satisficers (Schwartz, 2015).There are more chances of non-purchase behavior in case of more quantity and variety of products due to the existence of paradox of choice (Kinjo & Ebina2015).The paradox of choice gives birth to decision paralysis in consumers asthe multiplicity of options makes it difficult for them to decide. ...
Article
In today's saving and investment era, the choice paralysis bias is an emerging phenomenon that affects the cognition and judgment of investors. It is also called paradox of investment choice in behavioral finance. It is a situation when an investor feels anxious due to the diversity and abundance of investment instruments. It is becoming a prominent issue confronted by the investment community in which investors find themselves entangled in the puzzle of making the right investment choice amidst diversity and availability of ample investment options. This article deals with the role of financial literacy and choice paralysis bias in the investment decision-making of investors. It offers a comprehensive review and analysis of the impact of financial literacy, revealing that financial literacy can provide a yardstick in the hand of investors to abrogate the effects of the choice paralysis bias on the judgment of investors.
... Consumers postpone their purchasing decisions when they are "spoilt" for choice, whereas they buy faster when they have fewer options to choose from (Iyengar 2010). More options have been found to lead to greater dissatisfaction because customer expectations are increased (Kurien et al. 2014). Consumers may experience choice paralysis when it is difficult to find all relevant options and effectively check available feedback such as reviews ( Reading the reviews then the bandwagon effect starts to have an effect. ...
Chapter
Consumer choice and decision making are often influenced by various covert and inadvertent factors in day-to-day lives, also known as externalities. Prior studies and economists have always stressed and based their models on the ‘assumption’ that consumers are perpetually rational in their decision making and are adept at pursuing the source of their satisfaction. But real-life observations paint a contradictory picture. They have an irrational compulsion to keep options open and have as many goods in their basket as possible, as long as it is on or under their budget curve. While measuring their options and calculating their potential opportunity costs, an average consumer oversees the most important opportunity cost them time. By considering their time they spend taking a decision as constant or irrelevant, they fail to take into account the consequences of not deciding and end up being miserable. This study aims to trace the effect of externalities like choice overload, nudges and unconscious bias on consumer choice among Indians students. Further, a relationship has been established between the three externalities after performing PCA after including certain demographic factors. Our findings indicate that the choice paradox in terms of Choice overload, Nudges and Unconscious bias is very much dependent upon the demographic factors of the individuals such as education, gender and number of family members and economic factors such as the household’s income. Further, these dependencies are not uniform. We found that if the individual is a student, then all three types of choice paradox are present.
Chapter
Personalized product recommendations are widely used by online retailers to combat choice overload, a phenomenon where excessive product information adversely increases the cognitive workload of the consumer, thereby degrading their decision quality and shopping experience. However, scientific evidence on the benefits of personalized recommendations remains inconsistent, giving rise to the idea that their effects may be muted unless the consumer is actually experiencing choice overload. The ability to test this idea is thus an important goal for marketing researchers, but challenging to achieve using conventional approaches. To overcome this challenge, the present study followed a design science approach while leveraging cognitive neuroscience to develop a real-time neuro-adaptive interface for e-commerce tasks. The function of the neuro-adaptive interface was to induce choice overload and permit comparisons of cognitive load and decision quality associated with personalized recommendations, which were presented according to the following three conditions: (a) not presented (control), (b) perpetually presented, or (c) presented only when a real-time neurophysiological index indicated that cognitive workload was high. Formative testing cycles produced a neuro-adaptive system in which the personalization of recommendations and neuro-adaptivity function as intended. The artifact is now ready for use in summative testing regarding the effects of personalized recommendations on cognitive workload and decision quality.KeywordsNeuro-adaptive interfacedigital technologiese-commercechoice overloadcognitive loaddecision-makingdesign science
Article
This paper describes the attempt to combine A. I. techniques with process knowledge in order to devise a flexible control strategy for machining. This is done by treating the control of the machining process as a decision making problem, thereby establishing a decision making framework to be applied in tandem with multiple sensors.
A European Perspective
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  • Behaviour
  • Consumer
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The Dryden Press Consumer Behaviour, A European Perspective
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Consumer Behaviour, international edition, 8th Ed, (1995) James F. Engel, Rodger D. Blackwell, Paul W. Miniard, The Dryden Press Consumer Behaviour, A European Perspective, 4th Ed, (2010) Michael R. Solomon, Gary Bamossy, Soren Askeggard, Margaret K.Hogg, FT, Prentice Hall: Harlow, England