An Analysis on the Impact of Choice Overload to Consumer Decision Paralysis

As consumers make purchase decisions, they often encounter a large number of options from which they base their choices. Traditional theories such as the Rational Choice theory imply that the more options involved, the more beneficial for the consumer. However, recent studies suggest otherwise. One such study is that of Choice Overload, a phenomenon in which individuals encounter difficulty when they are presented with too many options. Some studies show that Choice Overload causes paralysis in analysis in different industries. Decision Paralysis is the abandonment of making a decision due to overanalysis. The paper focused on proving if Decision Paralysis would take place when there is Choice Overload by analyzing whether the different antecedents of Choice Overload, namely Decision Task Difficulty, Choice Set Complexity, Preference Uncertainty, Decision Goal, and Asymmetric Information, would be affected by the number of options available. A survey was used to measure the different variables, and the data were analyzed through logistic regression and ordinary least squares regression. The results of this study indicate that Decision Task Difficulty and Asymmetric Information directly impact Choice Overload, which then contributes to the high probability of the occurrence of Decision Paralysis. It is difficult for consumers to choose when more options are offered; thus, abandoning their purchasing decision.

Aesthetics and Psychological Effects of Fractal Based Design

Highly prevalent in nature, fractal patterns possess self-similar components that repeat at varying size scales. The perceptual experience of human-made environments can be impacted with inclusion of these natural patterns. Previous work has demonstrated consistent trends in preference for and complexity estimates of fractal patterns. However, limited information has been gathered on the impact of other visual judgments. Here we examine the aesthetic and perceptual experience of fractal ‘global-forest’ designs already installed in humanmade spaces and demonstrate how fractal pattern components are associated with positive psychological experiences that can be utilized to promote occupant wellbeing. These designs are composite fractal patterns consisting of individual fractal ‘tree-seeds’ which combine to create a ‘global fractal forest.’ The local ‘tree-seed’ patterns, global configuration of tree-seed locations, and overall resulting ‘global-forest’ patterns have fractal qualities. These designs span multiple mediums yet are all intended to lower occupant stress without detracting from the function and overall design of the space. In this series of studies, we first establish divergent relationships between various visual attributes, with pattern complexity, preference, and engagement ratings increasing with fractal complexity compared to ratings of refreshment and relaxation which stay the same or decrease with complexity. Subsequently, we determine that the local constituent fractal (‘tree-seed’) patterns contribute to the perception of the overall fractal design, and address how to balance aesthetic and psychological effects (such as individual experiences of perceived engagement and relaxation) in fractal design installations. This set of studies demonstrates that fractal preference is driven by a balance between increased arousal (desire for engagement and complexity) and decreased tension (desire for relaxation or refreshment). Installations of these composite mid-high complexity ‘global-forest’ patterns consisting of ‘tree-seed’ components balance these contrasting needs, and can serve as a practical implementation of biophilic patterns in human-made environments to promote occupant wellbeing.

Individual Differences in Complexity Preference and Artistic Style: Neoclassical versus Expressionistic Aesthetics

Individual differences in style and emotional content of artwork created in an expressive therapy group were correlated with individual aesthetic preferences for visual complexity in order to investigate the dichotomy between classical and expressionistic/romantic aesthetic models. Twenty-two subjects produced artwork rated according to Simon's theory of styles. A dimension varying from vivid, nonrealistic, and painterly art to muted, realistic, and linear art was found to be moderately stable across sessions and reliable across raters. This dimension further correlated with subjects' scores on the Barron-Welsh Art Scale, assessing their preference for visual complexity, as well as with ratings of anxious and angry content in their art. These results were interpreted in light of recent models of hemispheric lateralization in complex emotional/visual information processing, in particular, in terms of individual biases in right vs. left cortical arousal.

Judgments of Historical Architectural Styles

4 groups of 22 Ss each, equally divided by sex, ranked or rated the complexity, preference, pleasingness, and interestingness of 7 pairs of outline drawings of buildings representing different architectural styles. In general, a linear rather than a curvilinear relationship was found between the four measures; the sexes did not differ in their responses to architecture; and the extent to which reactions to the architectural examples differed depended on the task.

Observing Behavior in the Albino Rat: A Within-Subjects' Comparison of Increasing Levels of Visual Complexity

54 male CD strain Charles River albino rats were tested for complexity preference using a non-locomotor response. Each subject was presented an array of photographic slides containing an incremental series of complexity elements, i.e., 1, 2, 5 and 25 elements. All photographic slides were randomized both within and across subjects. Each photographic slide of each level of complexity was repeated three times. Results of an analysis of covariance, with luminance as the covariate, showed that cumulative viewing time increased with an increase in stimulus complexity. The relationship between looking and level of complexity was shown to be different when covariance procedures were used than without them.