Subjective Satisfaction in Choice Scenarios
19
S Subjective Satisfaction in Scenarios Involving Choice: How The Amount of Choice Influences Satisfaction Scott Schneider Minnesota State University, Moorhead
-
Upload
scott-schneider -
Category
Marketing
-
view
46 -
download
0
description
Subjective satisfaction and perceived difficulty in decision making were surveyed on a 5-point scale. Two separate groups were tested- the first being a small choice set group and the second being a large choice set group. The hypothesis was that in the small choice set individuals would score higher on satisfaction because of a lesser amount of attractive alternatives. The opposite was thought to be true of the large choice group. 3 groups of 20 were tested. The small and large choice group did not have a significant difference in mean satisfaction while there was a small increase in mean satisfaction in the control group, although not significant, according to the analyses.
Transcript of Subjective Satisfaction in Choice Scenarios
S
Subjective Satisfaction in Scenarios InvolvingChoice: How The Amount of Choice
Influences Satisfaction
Scott SchneiderMinnesota State University, Moorhead
Intrinsic Motivation
Motivation, perceived control, and satisfaction Freedom of choice increase motivation and performance
Smaller amount of choice increases intrinsic and extrinsic motivation Results showed lower choice set yielded higher
subsequent purchasing
Iyengar, S.S. & Lepper, M.R. (2000). When Choice is Demotivating: Can One Desire Too Much of a Good Thing? Journal of Personality and Social Psychology, 79, 995-1006.
Decision Freedom
The influence of choice on behavior and attitudes
Increases as equal choices increase
Greater enhancement of the chosen alternative occurs as choice set expands
Steiner, I.D. Percieved freedom. Advances in Experimental Social Psychology, 1970, 5, 187-248
Perceived Difficulty
Perception of how easy a specific behavior would be to perform
“For me to engage in behavior, x would be easy/difficult”
W. M. Rodgers, M. Conner. Distinguishing among perceived control, perceived difficulty, and self-efficacy as determinants of intentions and behaviors. British Journal of Social Psychology (2008), 47, 607–630
Perceived Self-Efficacy
The estimate of one’s confidence to execute a well-defined set of behaviors What one can do with what one has in a situation Leads to an overall satisfaction corresponding to behavior
W. M. Rodgers, M. Conner. Distinguishing among perceived control, perceived difficulty, and self-efficacy as determinants of intentions and behaviors. British Journal of Social Psychology (2008), 47, 607–630
Choice and Individual Welfare
Dense assortments yield value judgment
Confronting many choices can be overwhelming in large choice sets
Buyers are often less satisfied and less confident with their decision
Regret can occur, especially when benefits fail to arise
Iyengar, S.S. & Lepper, M.R. (2000). When Choice is Demotivating: Can One Desire Too Much of a Good Thing? Journal of Personality and Social Psychology, 79, 995-1006.
Choice and Individual Welfare
Too large of a set size may lead individuals to abandon decision-making process
Conflict Theory Default option is often chosen when alternatives or trade-offs
are unknown
Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 1124–1131. Web.
Greenleaf, Eric & Don Lehmann. (1995). Reasons for substantial delay in consumer decision making. Journal of Consumer
Research 22, 186-189. Web.
Hypotheses
Subjective satisfaction will differ between the size of choice sets in a consumer scenario
Small choice set: Higher subjective satisfaction
Large choice set: Lower subjective satisfaction
Design
60 MSUM psychology students
Random assignment to conditions 0 choice control 6 choice set 12 choice set
Between-Subjects Design
Design
Condition 0 Control condition- 1 option Rating Subjective satisfaction
Condition 1 6 choice condition Rating Subjective satisfaction
Condition 2 12 choice condition Rating Subjective satisfaction
Design
Materials Informed Consent Demographic Survey Stimuli Subjective satisfaction questionnaire post test
Participants
16 male participants (26.7%)
44 female participants (73.3%)
Age range: 18-55 (M=20.78, SD=5.59)
Subjective Satisfaction Inventory
9 question inventory based on a 5-point Likert scale
Measures: The Maximization Inventory (Turner, et al) Maximization Scale (Lai, et al)
Results
Control Condition: (N=21), (M=4.32, SD=0.69)
6 Choice Condition: (N=19), (M=4.52, SD=0.44)
12 Choice Condition: (N=20), (M=4.61, SD=0.42)
Control 6 Choice 12 Choice3
3.5
4
4.5
5
5.5
6
Satisfaction
Condition
Overa
ll S
ati
sfa
cti
on
Discussion
Explored at what point choice satisfaction begins to increase/decrease
12 choice should illicit lower satisfaction and 6 choice should illicit higher satisfaction
Hypothesis was not supported by data
Previous Research
(Iyengar & Lepper, 2000) state subjective satisfaction levels are dependent upon the set size of choices
(Greenleaf & Lehmann, 1995) find lower satisfaction levels in large choice sets and possibly abandonment of process
(Rottenstreich & Sood, 1999) state “choice overload” can lower perceptions of attractiveness as set size and time increases
(Carmon & Ziv, 2003) find that large choice sets may inhibit question of competency of making sound decisions This may result in a lower sense of satisfaction if the individual
completes the decision-making process
Implications
Mean scores did not differ by more than 1 point across all three conditions Set size Obligation
Random or otherwise
Questionnaires
9 questions total on a self-created scale
Reliable inventories and scales
Future Direction
Physicality of stimuli
Alternative stimuli
Advertising Small set vs. large set
Marketing settings and buyer scenarios
