Did you know
that consumers are more likely to search for alternatives when they are given
only one option? That’s the finding of a new study at Tulane University.
According to Daniel Mochon, author of an article “Single Option Aversion” in
the Journal of Consumer Research:“Single
Option Aversion: “There has been a lot of recent attention devoted to the
pitfalls of presenting consumers with too many options. However, consumers may
also react negatively when choices are too restrictive. Isolating an option,
even temporarily, may increase how much consumers search and potentially the
likelihood that they make no purchase.” That got me thinking about my brain and
options. It likes them. Yes, I typically narrow down options to two (after all
my brain only has two hemispheres). Nevertheless, my brain likes options and I
have walked away from a potential purchase when there was only one option.
Unless, of course, it was an emergency and it was take what’s available or risk
adverse outcomes. What does your brain tend to like?
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