Literature review on Consumer Choice - Essay Example

The aim is to explore additional alternatives or wait. Whether mundane or not, these choices describe and shape lives. The author asks hard questions on how to choose. The author researches on whether the desire is inborn or developed. According to this literature review, the decisions we make have enormous consequences. According to B. Schwartz, too many choices end up confusing consumers. This also makes them feel have no satisfaction. Consumers have the ability to make little to choose when they have too many choices.

Many choices are likely to add the quality of decisions Professor R. Iyengars research investigates how consumers respond to non-linear pricing programs. He looks at how quality of services affects the ability of a consumer to make decisions. He found that both quality and quantity matter when it comes to decision making. Most first service encounters look for quality. They are, therefore, critical. Too many choices become a problem to the consumer. Currently, people think many choices lead to quality choices.

Many choices give a satisfaction to consumers and how the marginal utility affects consumer choices. Human desires are infinite and hard to manage according to this source. Confusing and overwhelming amounts of information could have a negative impact on the ability of consumers to purchase. Limited choices cause consumers to feel dissatisfied with the choices they make. Choice overload has the potential of causing consumers to choose choices they cannot handle. Manufacturers are considering streamlining the number of options they present to consumers The degree of difficulty of picking the best option from many options influences consumer purchase deferral.

It is clear that consumer purchases are the outcome of two decisions i.e. to buy or not to buy. This is coupled with a selection decision. Consumer equilibrium is achieved when consumer purchases the combination that the highest