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Getting Choice Closure and Satisfaction

In a recent scientific research study, Yangjie Gu, a PhD candidate found that consumers often revisit their choice and ponder forgone alternatives.  This tendency can lower satisfaction with the selected alternative, especially when choices are difficult.  Gu's team introduces the concept of "choice closure" - defined as the psychological process by which consumers come to perceive the decision to be final - and show that specific physical acts that are metaphorically associated with the concept of closure trigger choice closure.   In our industry, we know that home buyers have many homes to choose from, and it turns out, that not withstanding choice overload, consumers desire large choice sets (Botti and Hsee 2010).  The goal however is choice satisfaction, and how do we help our home buyers obtain choice closure and increase post-purchase satisfaction at the same time.  Let me explain what Yangjie Gu meant by "specific metephorical physical acts" with an example.  You are out showing a prospective buyer 10 homes.  When you are all done, you sumerize the day by going over each home - either keeping them or eliminating them as possibilies.  Gu's metephor would be something as simple as turning the data sheet face down so as to eliminate it from choice.  His study also found that the psychological effect of closure is strengthened when the consumer personnally does the physical act - so, in our case, the buyer would turn the date sheet over.  Better yet would be if the buyer grouped all of the rejected data sheets together and then rips them in half.
  • October 15 2013 - US
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Answers (1)

Good info and it makes sense. Thanks for sharing
  • October 16 2013
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