Consumers React Negatively When Choices are too Restrictive: Study

A new study has revealed that consumers are less likely to buy a product when it's the only option because isolating an option, even temporarily, may increase how much they search and potentially the likelihood that they make no purchase. In one study, consumers were asked to purchase a DVD player. One group was presented with a Sony DVD player, a second group was presented with a Philips DVD player, and a third group was presented with both options. It ...

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