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EBINA TAKESHI
Department Undergraduate School , School of Commerce Position Professor |
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| 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 Type | Another 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. |