Choice-set complexity: How complex are your choices? This includes the absolute number of options, but also the amount of information you have about each and how that information is organized.
Decision goal: Are you trying to make a choice that can't be changed later? Or are you just gathering information to use at a later date? In their analysis, the researchers considered how we are affected by the product being offered — its ratings and reviews — but also how we are affected by the popularity of the deal itself. Specifically, how much were shoppers swayed by a little bar that displayed the percentage of items that had already been claimed?
This popularity effect is especially powerful, he explains, when other concrete information about the quality of the deal is less available.Ah, there's nothing quite like a mall's bright florescent lighting to boost your holiday spirit — and potentially your spending.
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