APRIL 17, 2013 Wednesday
Make Customers Happier by Helping Them Accept Their Decisions !
Experiment :
Research participants who covered a tray with a transparent lid after choosing a single chocolate from a large selection on the tray were more satisfied with their choices (6.03 versus 4.78 on a 7-point scale, on average) than people who didn't cover the tray .
Reason ?
Acts of "closure," such as covering rejected alternatives induce people to stop pondering missed opportunities.
Suggestions to companies, to reduce Cognitive Dissonance:
Companies might be able to increase satisfaction by taking simple steps to allow consumers to make peace with their decisions, the researchers say.
Source: Turning the Page: The Impact of Choice Closure on Satisfaction
Research Courtesy : says a team led by doctoral student Yangjie Gu of London Business School.
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