Getting Mired in Simple Decisions: the Role of Shrinking Attribute Weight Variance

Aner Sela, University of Florida, USA
Jonah Berger, University of Pennsylvania, USA
Why do people sometimes struggle with decisions that once seemed relatively simple? We suggest that comparing options leads people to lose sight of which product attributes are important. Making trade-offs increases the perceived importance of trivial attributes, shrinking the variance in attribute importance weights. This results in increased choice difficulty and dissatisfaction from the choice experience.
[ to cite ]:
Aner Sela and Jonah Berger (2011) ,"Getting Mired in Simple Decisions: the Role of Shrinking Attribute Weight Variance", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 54.