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Moment of choice
Direct After waiting Total
Sure (scenario 1) Buy 91% - 91%
Do not buy 9% - 9%
Uncertain (scenario 2) Buy 26% 29% 55%
Do not buy 5% 40% 45%
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In the table you can see that in the second scenario 69% of the people chose to have the warranty checked, after which 40% of the total number of people decided not to purchase the CD player.
The result of the uncertainty was that 45% of the people did not buy the CD player, compared to only 9% in the scenario where people were certain. The disjunction effect shows that consumers who do not have all the information available, even if the information does not change the decision, are less likely to make the decision to do something.
It is a complex phenomenon to respond to, because people tend to look for information that is not present. This can of course differ per person. My advice is therefore to be as open as possible to the customer and to offer the possibility to let customers ask questions in an accessible way. But every strategy to remove uncertainties from the customer is positive with regard to the disjunction effect.
5. Choice overload: can you have too much choice?
The ideology of our Western society is based korean phone number whatsapp on the idea that increasing our well-being is related to increasing our freedom. Freedom is good, valuable and offers every individual the opportunity to act as he or she wants.
The way we increase individual freedom is by increasing choice. Thus, increasing choice has become linked to increasing our freedom. This is the line of thought of Barry Schwartz, which he introduced in 2000 under the name The tyranny of choice . Research by Iyengar and Lepper (2000) shows that more choice does not always lead to more satisfaction and willingness to buy.
People did show a strong preference for the possibility of having a lot of choice. The paradox, however, was that people with less choice were more likely to make a purchase and were more satisfied with their choice. Regret plays an important role in this, because more alternatives increased the degree of regret.
6. Complex novelty
Research by Noorderwier and Van Dijk looks at the communication of product innovations. Many companies introduce a new product to the market by labeling it as brand new . However, the researchers show that product innovations are more successful if they are presented as: “similar to” or “works just like”.