Zmeda prevelike izbire pri potrošniku v procesu nakupnega odločanja : diplomsko delo

Škof, Nika (author), Golob, Urša (mentor)

V sodobnem času so potrošniki soočeni z eksplozijo izbire izdelkov in storitev. Naraščanje razpoložljive izbire lahko vodi do zmede prevelike izbire (imenovana tudi paradoks izbire), ki pri potrošniku izzove stres in frustracije ter ga paralizira pri nakupnih odločitvah. Zmede prevelike izbire na doživljajo vsi potrošniki, saj je ta odvisna od potrošnikove nagnjenosti k zmedi in njegovega stila odločanja ter drugih individualnih in situacijskih dejavnikov. Eden izmed potrošniških stilov odločanja je maksimizacijski stil odločanja, pri katerem potrošnik vedno stremi k najboljši možni odločitvi. Rezultati kvantitativne raziskave so potrdili pozitivno korelacijo med maksimiziranjem in zmedo prevelike izbire. Zmeda prevelike izbire vpliva na uporabo različnih strategij, ki se jih potrošnik poslužuje za zmanjševanje zmede. Na podlagi empiričnega dela te diplomske naloge in nekaterih starejših raziskav se je izkazalo, da potrošniki za soočanje z zmedo prevelike izbire iščejo dodatne informacije o izdelkih, ožajo izbiro pri nakupu, preložijo ali v celoti opustijo nakupno odločitev.

• Language: Slovenian
• Keywords: zmeda potrošnika, zmeda prevelike izbire, paradoks izbire, maksimizacijski stil odločanja, strategije zmanjševanja zmede
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [N. Škof]
• Year: 2021
• Number of pages: 49 str.
• PID: 20.500.12556/RUL-126887
• UDC: 366(043.2)
• COBISS.SI-ID: 62503427
• Publication date in RUL: 08.05.2021

ŠKOF, Nika, 2021, Zmeda prevelike izbire pri potrošniku v procesu nakupnega odločanja : diplomsko delo [online]. Bachelor’s thesis. Ljubljana : N. Škof. [Accessed 18 May 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=126887

Secondary language

• Language: English
• Title: Consumer confusion overload in decision making process

Abstract

Nowadays consumers are faced with an explosive choice of products and services. The increase of the available choice can lead to consumer confusion (often called paradox of choice), that provokes consumer's stress, frustrations and paralysis during the decision making. Confusion overload is not experienced by all consumers, as it depends on the consumer's proneness to confusion and his decision making style, as well as other individual and situational factors. One of the decision making styles is called maximization decision making style, where consumer strives for the best possible decision. The results of a quantitative study confirmed a positive correlation between maximization and confusion overload. Confusion overload influences the use of different strategies, that consumer practices to reduce the confusion. On the basis of the empirical part of this diploma thesis and some older researches, it was found that, when challenged with confusion overload, consumers look for additional information about the products, they narrow down their choice set, postpone or entirely abandon purchasing decision.

• Keywords: consumer confusion, confusion overload, paradox of choice, maximization decision making style, confusion reducing strategies