Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Too Many Choices Can Spoil the Research

27.06.2008
The more choices people get, the less consistent they are in making those choices, according to a new study in the Journal of Consumer Research. The study’s findings may affect the way researchers examine consumer choices.

Authors Jordan J. Louviere (University of Technology, Sydney), Towhidul Islam (University of Guelph, Ontario), Nada Wasi, Deborah Street, and Leonie Burgess (all University of Technology, Sydney) examined choice experiments, where researchers study which brands or products consumers prefer.

The research found that experiments that are considered “statistically efficient” (asking complex questions of fewer respondents) lead to less consistency in participants’ choices.

“The likely price a researcher pays in using optimal designs is less consistent choices,” write the authors.

The authors constructed experiments where participants had to choose among a number of options for ordering pizza or choosing vacations. They designed 22 different questionnaires with varied amounts of attributes. They found that the more efficient the study design was, the less consistent participants were with their choices.

The most efficient designs use many different attributes (such as delivery time and quality of ingredients for pizza). The authors believe that highly efficient study designs impose a higher cognitive load on the participants (requiring more thought for each response). That’s why their responses decrease in consistency.

“Our results suggest that researchers should pay attention to the ways that they design or administer experiments because these decisions can impact choice outcomes and choice variability,” write the authors.

Jordan J. Louviere, Towhidul Islam, Nada Wasi, Deborah Street, and Leonie Burgess. “ Designing Discrete Choice Experiments: Do Optimal Designs Come At A Price?” Journal of Consumer Research: August 2008.

Founded in 1974, the Journal of Consumer Research publishes scholarly research that describes and explains consumer behavior. Empirical, theoretical, and methodological articles spanning fields such as psychology, marketing, sociology, economics, and anthropology are featured in this interdisciplinary journal. The primary thrust of JCR is academic, rather than managerial, with topics ranging from micro-level processes (e.g., brand choice) to more macro-level issues (e.g., the development of materialistic values).

Rudy Faust | EurekAlert!
Further information:
http://www.uchicago.edu

More articles from Studies and Analyses:

nachricht Study relating to materials testing Detecting damages in non-magnetic steel through magnetism
23.07.2018 | Technische Universität Kaiserslautern

nachricht Innovative genetic tests for children with developmental disorders and epilepsy
11.07.2018 | Christian-Albrechts-Universität zu Kiel

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Color effects from transparent 3D-printed nanostructures

New design tool automatically creates nanostructure 3D-print templates for user-given colors
Scientists present work at prestigious SIGGRAPH conference

Most of the objects we see are colored by pigments, but using pigments has disadvantages: such colors can fade, industrial pigments are often toxic, and...

Im Focus: Unraveling the nature of 'whistlers' from space in the lab

A new study sheds light on how ultralow frequency radio waves and plasmas interact

Scientists at the University of California, Los Angeles present new research on a curious cosmic phenomenon known as "whistlers" -- very low frequency packets...

Im Focus: New interactive machine learning tool makes car designs more aerodynamic

Scientists develop first tool to use machine learning methods to compute flow around interactively designable 3D objects. Tool will be presented at this year’s prestigious SIGGRAPH conference.

When engineers or designers want to test the aerodynamic properties of the newly designed shape of a car, airplane, or other object, they would normally model...

Im Focus: Robots as 'pump attendants': TU Graz develops robot-controlled rapid charging system for e-vehicles

Researchers from TU Graz and their industry partners have unveiled a world first: the prototype of a robot-controlled, high-speed combined charging system (CCS) for electric vehicles that enables series charging of cars in various parking positions.

Global demand for electric vehicles is forecast to rise sharply: by 2025, the number of new vehicle registrations is expected to reach 25 million per year....

Im Focus: The “TRiC” to folding actin

Proteins must be folded correctly to fulfill their molecular functions in cells. Molecular assistants called chaperones help proteins exploit their inbuilt folding potential and reach the correct three-dimensional structure. Researchers at the Max Planck Institute of Biochemistry (MPIB) have demonstrated that actin, the most abundant protein in higher developed cells, does not have the inbuilt potential to fold and instead requires special assistance to fold into its active state. The chaperone TRiC uses a previously undescribed mechanism to perform actin folding. The study was recently published in the journal Cell.

Actin is the most abundant protein in highly developed cells and has diverse functions in processes like cell stabilization, cell division and muscle...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

LaserForum 2018 deals with 3D production of components

17.08.2018 | Event News

Within reach of the Universe

08.08.2018 | Event News

A journey through the history of microscopy – new exhibition opens at the MDC

27.07.2018 | Event News

 
Latest News

Smallest transistor worldwide switches current with a single atom in solid electrolyte

17.08.2018 | Physics and Astronomy

Robots as Tools and Partners in Rehabilitation

17.08.2018 | Information Technology

Climate Impact Research in Hannover: Small Plants against Large Waves

17.08.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>