2023. 2. 11. 08:16ㆍ공부/경영학도의 경제공부
Information(option) Variety
선택지가 많아졌을때 소비자들은 어떤 반응을 보이는가?
(ltengar & Lepper 연구 결과(2000))
Limited Selection vs Extended selection
Limited: higher Satisfaction with choice
Extended: higher enjoyment of choice & difficulty of choice (but lower satisfaction)
소비자들은 선택지가 더 적을때 오히려 구매 가능성 및 만족도가 높았다.
많은 선택지가 항상 좋은 것은 아니라는 것.
관심을 끌 수는 있지만 과도한 선택지는 선택 마비(choice paralysis)를 일으킴.
conclusion: Variety makes people enjoy the choice process more, but they also find it more difficult. Regarding choice outcomes, they are less satisfied with their choice and less likely to choose a product if variety is high.
conclusion 2 : Variety attracts more customers. But More is not always better. if selection is limited to just a few alternatives, they are tend to buy more.
Freedom of choice can also be harmful.
especially if information provision in the environment is massive.
+ advertisers try to influence consumers in their search focus
Two decision strategies: Maximizing vs Satisfying
two strategies are based on their tendency.
소비자의 성향에 따라 Maximizing과 Satisfying으로 의사결정 전략이 나뉜다.
Maximizing : Try to maximize, seek for the best possible outcome
최고의 결과를 내고자 함
more logical and objective, 결과에 대해 더 쉽게 우울해함, 전반적으로 더 나은 결과를 냄, 갈등함(long time searching)
Satisfying : Try to achieve an outcome that's subjectively set to be good enough(i.e., certain aspiration level)
적당한 결과에도 잘 만족함, 후회 가능성이 적음
conclusions
Retail environments probide an abundance of information via all areas/advertisments.
Consumers are exposed to more informations nowadays.
Too much choices can be harmful for both retailers & consumers.
'공부 > 경영학도의 경제공부' 카테고리의 다른 글
| System 1 and System 2 (0) | 2023.02.11 |
|---|---|
| S-O-R model (0) | 2023.02.11 |
| 소비자심리학 👉 how retailers compete for our mindsets (0) | 2023.02.11 |
| Halo Effect(후광 효과)와 Hindsight Bias(사후 확신 편향) (0) | 2023.02.10 |
| Anchoring Heuristic(앵커링 휴리스틱) (0) | 2023.02.10 |