Department   Undergraduate School  , School of Commerce
   Position   Professor
Language Japanese
Publication Date 2015/05
Type Academic Journal
Peer Review Peer reviewed
Title Paradox of Choice and Consumer Nonpurchase Behavior, AI & Society
Contribution Type Co-authored (other than first author)
Journal AI & Society
Journal TypeAnother Country
Publisher Springer
Volume, Issue, Page 30(2),pp.291-297
Author and coauthor Keita Kinjo and Takeshi Ebina
Details 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.