Answered Essay: What are the psychological effects of having too may choices? Is this a good thing or bad in

What are the psychological effects of having too may choices? Is this a good thing or bad in your view? Consumers are faced with endless marketing campaigns and products, which in essence guide their buying behavior. Discuss the stages of the consumer buyer decision process and describe how you or your family used this process to make a purchase. Choose a company where you make most of your purchases. Post in the discussion thread: their logo, brand image and if possible their store layout. Discuss how in your view they are appealing to your buying behavior.

Expert Answer

1. Today in this consumer driven world there are lot of choices and the consumers are bombarded with marketing campaigns and advertisements.

The consumers tend to feel mentally exhausted by too many choices. It is time consuming and confusing to go through so many choices. It is a bad thing to bombard consumers with so many choices that would actually reduce their ability to go through all the options.

The consumers would do selective browsing of products with so many choices. According to Paradox of choices having too many choices reduces the ability of the consumers to take risks (Ecco, 2004). It impacts their decision making ability. Consumers tend to make snap judgements without paying too much of attention.

2. The process of consumer decision making starts with problem recognition wherein the problem is recognised, the next stage is searching information. This process takes help of primary and secondary sources for searching.

The next stage is evaluation of alternatives wherein the given alternatives are analysed effectively. The next stage is purchase decision where the actual decision is taken and the next stage is post purchase behaviour wherein the consumer analyses his/her purchase decision.

Personally my family and I make purchase decisions by recognising the need for buying the product, then discussion happens in the family where word of mouth, Internet is used for searching the options, the alternatives are evaluated by going through the reviews online, then the product is purchased.

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