DiscoverV LAB 行銷研究所EP.8【 選擇弔詭 The Paradox of Choice 】越多選擇越難選擇?
EP.8【 選擇弔詭 The Paradox of Choice 】越多選擇越難選擇?

EP.8【 選擇弔詭 The Paradox of Choice 】越多選擇越難選擇?

Update: 2021-06-06
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選擇弔詭(The Paradox of Choice)指的是太多選項造成消費者選擇上的困難,反而無法輕易做出購買決定的現象。

在這集節目中,我們將會聊到以下的重點:

1. 甚麼是選擇弔詭(The Paradox of Choice)?
2. 選擇弔詭中三種常見的負面效應: 選擇癱瘓 (analysis paralysis)、買家懊悔  (buyer’s remorse ),以及決策疲勞 (decision fatigue)。
3. 選擇弔詭在行銷上的應用以及使用建議。
4. 為了避免選擇弔詭,我們可以採取甚麼行動來幫助消費者減輕焦慮?

#行銷心理學 #行銷科學 # 選擇弔詭 #決策疲勞  #轉換率

Reference:
1. When Choice is Demotivating: Can One Desire Too Much of a Good Thing? 
2. How Marketing Leaders Can Overcome The Paradox of Choice
3. Solving the Marketer’s Paradox of Choice
4. The Paradox of Choice: Do More Options Really Tank Conversions?




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EP.8【 選擇弔詭 The Paradox of Choice 】越多選擇越難選擇?

EP.8【 選擇弔詭 The Paradox of Choice 】越多選擇越難選擇?

Vista Cheng & Evelyn Chang

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