Overchoice
Encyclopedia
Overchoice, also referred to as "choice overload
", is a term describing a problem facing consumer
s in the postindustrial society: too many choice
s. The term was first introduced by Alvin Toffler
in his 1970 book, Future Shock
.
Overchoice is the result of technological progress. Since the beginning of the Industrial Revolution
, each year, more and more products
are being offered. Consumers have more disposable income
to spend, and producers can more easily and cheaply introduce product variations.
Having more choices, on the surface, appears to be a positive development; however it hides an underlying problem: faced with too many choices, consumers have trouble making optimal choices, and thus as a result can be indecisive, unhappy, and even refrain from making the choice (purchase) at all. Alvin Toffler
noted that as the choice turns to overchoice, "freedom of more choices" ironically becomes the opposite—the "unfreedom". Often, a customer makes a decision without sufficiently researching his choices, which may often require days.
Existence of overchoice, both perceived and real, was confirmed by studies as early as the mid-1970s. Numbers of various brand
s, from soaps to cars, have been steadily rising for over half a century. In just one example—different brands of soap and detergents—the numbers of choices offered by an average US supermarket
went from 65 in 1950, through 200 in 1963, to over 360 in 2004. The more choices one has, the slower one is to make decisions.
Opposites of overchoice (sometimes referred to as underchoice) include standardization
.
Choice overload
In Social Psychology theory, choice overload is implicated in research into situations where people are confronted with many choices versus just a few choices. These findings have results that run counter to the popular notion that more choice is better...
", is a term describing a problem facing consumer
Consumer
Consumer is a broad label for any individuals or households that use goods generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary.-Economics and marketing:...
s in the postindustrial society: too many choice
Choice
Choice consists of the mental process of judging the merits of multiple options and selecting one of them. While a choice can be made between imagined options , often a choice is made between real options, and followed by the corresponding action...
s. The term was first introduced by Alvin Toffler
Alvin Toffler
Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity....
in his 1970 book, Future Shock
Future Shock
Future Shock is a book written by the futurist Alvin Toffler in 1970. In the book, Toffler defines the term "future shock" as a certain psychological state of individuals and entire societies. His shortest definition for the term is a personal perception of "too much change in too short a period of...
.
Overchoice is the result of technological progress. Since the beginning of the Industrial Revolution
Industrial Revolution
The Industrial Revolution was a period from the 18th to the 19th century where major changes in agriculture, manufacturing, mining, transportation, and technology had a profound effect on the social, economic and cultural conditions of the times...
, each year, more and more products
Product (business)
In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce ' lead or bring forth'. Since 1575, the word "product" has referred to anything produced...
are being offered. Consumers have more disposable income
Disposable income
Disposable income is total personal income minus personal current taxes. In national accounts definitions, personal income, minus personal current taxes equals disposable personal income...
to spend, and producers can more easily and cheaply introduce product variations.
Having more choices, on the surface, appears to be a positive development; however it hides an underlying problem: faced with too many choices, consumers have trouble making optimal choices, and thus as a result can be indecisive, unhappy, and even refrain from making the choice (purchase) at all. Alvin Toffler
Alvin Toffler
Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity....
noted that as the choice turns to overchoice, "freedom of more choices" ironically becomes the opposite—the "unfreedom". Often, a customer makes a decision without sufficiently researching his choices, which may often require days.
Existence of overchoice, both perceived and real, was confirmed by studies as early as the mid-1970s. Numbers of various brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
s, from soaps to cars, have been steadily rising for over half a century. In just one example—different brands of soap and detergents—the numbers of choices offered by an average US supermarket
Supermarket
A supermarket, a form of grocery store, is a self-service store offering a wide variety of food and household merchandise, organized into departments...
went from 65 in 1950, through 200 in 1963, to over 360 in 2004. The more choices one has, the slower one is to make decisions.
Opposites of overchoice (sometimes referred to as underchoice) include standardization
Standardization
Standardization is the process of developing and implementing technical standards.The goals of standardization can be to help with independence of single suppliers , compatibility, interoperability, safety, repeatability, or quality....
.