Escaping the tyranny of choice: when fewer attributes make choice easier

@inproceedings{Fasolo2007EscapingTT,
  title={Escaping the tyranny of choice: when fewer attributes make choice easier},
  author={B. Fasolo and G H Mcclelland and Peter M. Todd},
  year={2007}
}
In the age of the Internet and easy access to almost infinite information, the problem of information overload among consumers is bound to become of great importance to marketers. By means of simulations we show that this ‘tyranny of choice’ is avoidable. Consumers can neglect most product information and yet make good choices, so long as either there is no conflict among the product attributes or the attributes are unequally important. In these conditions, only one attribute is enough to… CONTINUE READING

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