Single Option Aversion

Question 1

Explanation for single option aversion

Answer 1

• increased desire to search when one option is presented
• option is chosen more often when alternatives are included
• not driven by information about additional option but rather unique psychological phenomena

Question 2

Implications

Answer 2

• stores should be mindful in offering too few options
• Options of a product shall be presented simultaneously
• depends on product category (consumer knowledge)
  
  • no need for several options of batteries, but TVs