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Overchoice: Why Variety Can Backfire
內容大綱
For years, companies have expanded their product lines in an attempt to better meet the needs of diverse customers. Typically, they do so by adding new flavors, package sizes, formulations, features, and options. As a result, whereas The Coca-Cola Company once sold a single formulation of cola, it now sells more than ten. It has long been believed that product variety is beneficial to consumers, and that a wider assortment will logically better-meet their varied preferences than a narrower assortment. However, the authors call this 'variety-is-good' belief into question, showing that in cases where 'choice deferral' is an option, adding a second attractive alternative to what had been a one-alternative consideration set increases the frequency of not making a choice. The results they present speak to the potential negative impact of product assortment on consumer choice - an effect they refer to as 'overchoice'. Four strategies are described that confront the negative effects of overchoice.