エビナ　タケシ   EBINA TAKESHI   海老名　剛    所属   明治大学  商学部    職種   専任教授
言語種別	日本語
発行・発表の年月	2015/05
形態種別	学術雑誌
査読	査読あり
標題	"Paradox of Choice and Consumer Nonpurchase Behavior", AI & Society
執筆形態	共著(筆頭者以外)
掲載誌名	AI & Society
掲載区分	国外
出版社・発行元	Springer
巻・号・頁	30(2),291-297頁
著者・共著者	Keita Kinjo and Takeshi Ebina
概要	This paper theoretically analyzes the so-called paradox of choice, introduced by Schwartz (The paradox of choice: why more is less, 2004). The purpose of this paper is to focus on a specific example of this paradox with respect to consumer nonpurchase behavior, in order to derive the optimal strategy for a firm selling goods or services for consumer purchase. In particular, in constructing a decision-making model by which to ascertain the optimal product quantity (variety) for a firm within the context of the paradox of choice, we can derive the number of product offerings needed to maximize sales. We point out that it is important for a firm to consider nonpurchase behavior. The optimal quantity is inversely proportionate to the consumer's complications and choice costs in making a choice.