Decision Sciences
4 years ago

Presence of no-choice options alters consumer preferences and decision-making processes.

Journal of Marketing Research
Rejectable Choice Sets: How Seemingly Irrelevant No-Choice Options Affect Consumer Decision Processes
Jeffrey R. Parker, Rom Y. Schrift

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The presence of a no-choice option in a set of options can affect how consumers make decisions. It makes them focus more on which option is acceptable rather than just the best one. This changes how they think about the options and what they end up choosing. The researchers found that having a no-choice option in the mix leads to more detailed thinking about each option, makes certain features more important, and makes options closer to what the consumer needs more appealing. This can change what consumers end up choosing in the end.