Consumer Behavior: provide arguments for why one could day that limitless choice is not a good...

Consumer Behavior:

provide arguments for why one could day that limitless choice is not a good thing. provide examples.

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Expert Solution

There is theory called "the paradox of choice" which states that having too many options to choose from rather than making consumer happy, makes them more confused and creates stress in decision making.
When they have too many options they will try to analyse each and every option and will be more cautious in choosing.
It brings a fear of losing on to the best or missing out on anything if they choose one.
It also leads to more wastage of time and thinking and causes us to be procrastinate and paralyze.
Due to constant comparison it also leads to dissatisfaction.

For example if I have to purchase a smart phone then I need camera like Apple, Android system like Samsung, battery like Nokia and maybe cost like of Oppo. Now all these qualities are not available in one brand or product. So if I choose one I definitely miss out the best of each product or brand. This leads to dissatisfaction and we tend to spend more then we intend to meet our needs. But the utility derived keeps on falling.

Also If I want to have a chocolate, I want it to be soft like Dairy milk, with nuts like in snickers and waffers like in KitKat, again causing the stress to choose the best in the given budget.

keosha answered 2 hours ago

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