A632.2.3.RB - Sheena Lyengar: How to Make Choosing Easier

Decision making varies by individual and culture. Hoch, Kunreuther, & Gunther (2001) stated that Western decision makers are often in a rush to make quick decisions; in contrast, Eastern decision makers are patient, reflective and take the time to consider both the long-term and short-term consequences. Lyengar (2011) shared four methodologies for making decisions, these include cutting decisions, conquering, categorizing, and conditions for complexities. How does cutting down options, conditions for complexities, and personal decision-making styles, help improve our abilities to make choices?

              When options are reduced and the overwhelming abundance of decisions is minimized, people are willing to purchase more because Lyengar (2011) stated the experience of buying an item is improved. By having fewer options to choose from when purchasing, the experience is more enjoyable and less overwhelming because it is easier to analyze, compare, and make a rational decision. Kalnikait, Bird, & Rogers (2013) stated that individuals want a small amount of relevant information available and consumers prefer less when having to make decisions. In addition to reducing the products available for purchase, Hoch, Kunrethuer, & Gunther (2001) stated that time perception affects both the decision-making process and resultant decision. In Western civilizations, (2001) stated that speed is a virtue; however, Eastern civilizations view patient reflection as a virtue of decision making. An overabundance of decisions and time will influence the decision process of a consumer, which may result in an unpleasant experience and a poor decision.

            In addition, conditions for complexity for making decisions is possible, according to Lyengar (2011) it is done by gradually adding complexity to the decision-making process. Lyengar (2011) suggested to start from a low choice and increase to more complex decisions because starting off easy helps an individual learn how to decide. In relation to Iyengar’s information about conditions for complexity, when making in depth decisions with multiple options, as a consumer, starting out small and increasing the complexity of the options helps to minimize the stress of making decisions.  When faced with multiple decisions initially, the process of deciding may be overwhelming, stressful, and may turn the consumer away. This is supported by Lyengar (2011) who stated that those who were faced with complex decisions immediately, instead of gradual introduction, were more likely to click the default button in order to avoid making a direct decision. In addition, feeling perplexed with the decision making process, myopia (n. d.) defined as a lack of foresight or discernment or a narrow view of something, may make the decision process difficult because the individual cannot think clearly beyond the current situation.

            Lyengary provided multiple tools to help reduce the complexity of the decision-making process, which is backed by research. In order to make well thought out and mindful decisions, the practice of cutting down options and eliminating complexity work best for me as a consumer. In addition, Hoch, Kunreuther, Gunther (2001) stated that making patient more calm decisions and using whole brain thinking as Eastern civilizations practice, is effective, in addition to reducing the risk of myopic thinking which narrows the thinking process.

            Overall, the decision making process may be stressful, overwhelming, or frustrating for consumers. However, research has shown by cutting choices, utilizing conditions of complexity, and evaluating personal decision making processes, one has the ability to embrace and effectively utilizes the decision making process.  

Hoch, S. J., Kunreuther, H. C., & Gunther, R. E. (2001). Wharton on Marking Decisions. Hoboken, NJ: John Wiley & Sons Inc.

Kalnikait, V., Bird, J., & Rogers, Y. (2013). Decision-making in the aisles: Informing, overwhelming or nudging supermarket shoppers? Personal and Ubiquitous Computing, 17(6), 1247-1259. doi:http://dx.doi.org.ezproxy.libproxy.db.erau.edu/10.1007/s00779-012-0589-z

Iyengar, S. (2011, November). How to make choosing easier. Retrieved January 24, 2016, from TED website: http://www.ted.com/talks/sheena_iyengar_choosing_what_to_choose#t-944635

"Myopia." Merriam-Webster.com. Merriam-Webster, n.d. Web. 24 Jan. 2016.