{"id":4061,"date":"2018-03-11T16:34:07","date_gmt":"2018-03-11T15:34:07","guid":{"rendered":"https:\/\/psicopico.com\/?p=4061"},"modified":"2020-04-14T16:41:58","modified_gmt":"2020-04-14T15:41:58","slug":"la-paradoja-de-eleccion-muchas-opciones-pocas-decisiones","status":"publish","type":"post","link":"https:\/\/psicopico.com\/gl\/la-paradoja-de-eleccion-muchas-opciones-pocas-decisiones\/","title":{"rendered":"O paradoxo de elecci\u00f3n: moitas opci\u00f3ns, poucas decisi\u00f3ns."},"content":{"rendered":"O paradoxo de elecci\u00f3n<\/strong> fai referencia \u00e1 desmotivaci\u00f3n que se produce cando nos enfrontamos a unha toma de decisi\u00f3n entre moi variadas opci\u00f3ns. Vivimos nunha sociedade na que parece que o un dos alicerces do noso benestar \u00e9 a liberdade de elecci\u00f3n, a cal nos prima dunha autonom\u00eda que deber\u00eda de permitirnos ser m\u00e1is felices. En parte isto \u00e9 certo, con todo, cando existen demasiadas opci\u00f3ns onde elixir o noso benestar psicol\u00f3xico p\u00f3dese ver afectado negativamente.<\/p>\n

Por que se produce o paradoxo de elecci\u00f3n?<\/strong><\/h2>\n

Segundo un estudo da Universidade de Columbia elaborado por Ivengar\u00a0 e Lepper (2000) demostrou que a capacidade de xesti\u00f3n humana ante a toma de decisi\u00f3n sobre m\u00faltiples opci\u00f3ns \u00e9 limitada. \u00c9 mellor ter opci\u00f3ns, pero at\u00e9 certo punto. Nas s\u00faas investigaci\u00f3ns,\u00a0expuxeron a un grupo de persoas \u00e1 decisi\u00f3n de comprar marmeladas gourmet<\/em> e chocolate. O grupo de persoas \u00e1s que se lles fixo decidir entre 6 tipos de marmeladas tivo unha porcentaxe moita maior de compra final do produto (12%) que aqueles que pod\u00edan elixir entre 24 ou at\u00e9 30 opci\u00f3ns (2%).<\/p>\n

>> Artigo relacionado: Factores que incitan a comer<\/a>.<\/p>\n

Todo isto a pesar de que no grupo de m\u00e1is opci\u00f3ns as persoas par\u00e1banse m\u00e1is tempo a probar entre as diversas opci\u00f3ns, pero ese gasto cognitivo e de tempo prexudicou \u00e1 toma de decisi\u00f3n final. Ademais, os participantes manifestaron maior satisfacci\u00f3n coa compra realizada cando as opci\u00f3ns de compra eran m\u00e1is limitadas.<\/p>\n

Psicolox\u00eda do consumidor no paradoxo de elecci\u00f3n.<\/strong><\/h4>\n

O que sucede a nivel psicol\u00f3xico cando nos enfrontamos ante unha elecci\u00f3n entre moitas opci\u00f3ns p\u00f3dese resumir en 4 aspectos principais:<\/p>\n

    \n
  1. Par\u00e1lise<\/strong>: ter que elixir entre moitas opci\u00f3ns pode chegar a paralizarnos ante o esforzo cognitivo que sup\u00f3n tomar a decisi\u00f3n entre tanta variedade.<\/li>\n
  2. Custo de oportunidade<\/strong>: a\u00ednda despois de facer unha elecci\u00f3n adoitamos realizar comparaci\u00f3ns coas outras opci\u00f3ns non elixidas, normalmente as cousas positivas. Por exemplo, si decides comprar un coche negro despois pensar\u00e1s que igual o branco se ensuciaba menos. \u00c9 dicir, non estamos conformes coa decisi\u00f3n actual ao poder comparala con outras o que pode reducir a nosa felicidade coa compra actual.<\/li>\n
  3. Aumento de expectativas<\/strong>. Non nos conformamos con menos cando sabemos que existen outras opci\u00f3ns no mercado.<\/li>\n
  4. Autoculpa:\u00a0<\/strong>o feito de non lograr tomar a decisi\u00f3n debido \u00e1 gran variedade de elecci\u00f3ns e a par\u00e1lise que isto sup\u00f3n xunto coa an\u00e1lise posterior do custo de oportunidade perdido (pensar que deber\u00edas comprar ou elixir outra marca) termina por afectarnos a nivel psicol\u00f3xico incrementando o sentimento de culpa<\/strong><\/a> por non ser capaces de liquidar o “problema” de forma efectiva.<\/li>\n<\/ol>\n

    >> Artigo relacionado: Sentirse culpable non \u00e9 a soluci\u00f3n.<\/a><\/p>\n

    Mercadotecnia, psicolox\u00eda do consumidor e paradoxo de elecci\u00f3n.<\/strong><\/h4>\n

    Nas estratexias de mercadotecnia debemos ter en conta este fen\u00f3meno e reducir \u00e1 cantidade xusta ou m\u00e1is eficiente as opci\u00f3ns a presentar ao cliente. Todo isto d\u00e1o a experiencia. Debemos presentarlle opci\u00f3ns, pero as xustas. Si por exemplo, unha marca de coches non deber\u00eda ter excesivos modelos para un mesmo mercado de coches (utilitarios, familiares, etc.).<\/p>\n

    O mesmo sucede \u00e1 hora de dar moitas cores para elixir. Si hai moita variedade, tam\u00e9n se exp\u00f3n a ter que decidir e aumenta a posibilidade de que se arrepinta da s\u00faa decisi\u00f3n final. Isto \u00faltimo poder\u00eda ser usado en mercadotecnia como dobre f\u00edo. Por exemplo, no sector dos tel\u00e9fonos m\u00f3biles, dar moitas opci\u00f3ns de cores<\/a> para logo promocionar a venda de carcasas de cores inducida pola insatisfacci\u00f3n ou mala elecci\u00f3n da cor inicial. Antes ti\u00f1\u00e1molo m\u00e1is sinxelo, xa que todos os tel\u00e9fonos m\u00f3biles eran de cor negra e a ningu\u00e9n parec\u00eda importarlle.<\/p>\n

    >> Artigo relacionado: Negociaci\u00f3n: estratexias t\u00e1cticas e claves<\/a>.<\/p>\n

    \u00c1 hora de establecer a estratexia de mercadotecnia debemos ter en conta a dous tipos de clientes potenciais para adaptar o contexto da venda \u00e1s expectativas do posible comprador:<\/p>\n

    Clientes maximizadores.<\/strong>\u00a0Buscan informaci\u00f3n previamente para elixir a mellor opci\u00f3n, pasan horas en internet comparando e esculcando sobre as caracter\u00edsticas do produto. En ocasi\u00f3ns, at\u00e9 saben m\u00e1is que o propio vendedor (ou iso creen). Neste caso, deberemos tentar reducir o n\u00famero das s\u00faas opci\u00f3ns para que esta procura exhaustiva non termine por cansarlle e desista na compra, pero sen deixar de darlle opci\u00f3ns xa que tentar\u00e1 maximizar a s\u00faa compra co mellor produto que atope. Por tanto, estas persoas son m\u00e1is propensas ao efecto do paradoxo de elecci\u00f3n e haber\u00e1 que ser m\u00e1is coidadosos no proceso de venda.<\/p>\n

    Clientes satisfactorios.<\/strong>\u00a0Son as persoas que pasan menos tempo procesando a informaci\u00f3n de elecci\u00f3n de compra. Son compradores m\u00e1is impulsivos polo que ante estes clientes a venda poder\u00e1 ser m\u00e1is directa xa que non realizar\u00e1n comparaci\u00f3ns e sofren menos os efectos do paradoxo de elecci\u00f3n. Por tanto, ante esta clase de cliente porlle as cousas sinxelas e directas fomentar\u00e1 unha venda m\u00e1is r\u00e1pida e satisfactoria.<\/p>\n

    >> Artigo relacionado: Como resolver problemas en 5 fases.<\/a><\/p>\n

    Proceso de elecci\u00f3n dun produto.<\/strong><\/h2>\n

    Segundo o psic\u00f3logo americano Barry Schwartz (2014) existen 6 pasos para lograr tomar boas decisi\u00f3ns:<\/p>\n

      \n
    1. Establece obxectivos<\/strong>. Que \u00e9 o que quero? Normalmente a elecci\u00f3n base\u00e1mola nas experiencias pasadas. Si toda a vida compraches un iPhone e funcionouche ben, \u00e9 probable que queiras outro. Un obxectivo non menos espec\u00edfico pero igual de v\u00e1lido \u00e9 dicirse: quero un tel\u00e9fono de \u00faltima xeraci\u00f3n.<\/li>\n
    2. Aval\u00eda a importancia do obxectivo.<\/strong> Tr\u00e1tase de ponderar a elecci\u00f3n. Quizais g\u00fasteche moito o iPhone pero non compense economicamente en funci\u00f3n do uso que lle vas a dar.<\/li>\n
    3. Organiza as opci\u00f3ns<\/strong>. Cada opci\u00f3n ter\u00e1 unhas caracter\u00edsticas que a diferenciar\u00e1n das outras. En\u00a0\u00a0 en exemplo, poder\u00edas organizar os tel\u00e9fonos m\u00f3biles por maior ou menos memoria RAM ou dunha maneira m\u00e1is xeral polo tama\u00f1o da pantalla ou o sistema operativo: Android – iOS. Aqu\u00ed tam\u00e9n podes utilizar outras variables m\u00e1is subxectivas. Por exemplo, elixir a cor da roupa en funci\u00f3n doutra roupa que te\u00f1as en casa para poder combinar mellor.<\/li>\n
    4. Aval\u00eda a probabilidade que te\u00f1en as opci\u00f3ns de satisfacer o obxectivo<\/strong>. Seguramente moitas das opci\u00f3ns cumpran co obxectivo inicial, realiza unha estimaci\u00f3n de cal ten m\u00e1is probabilidade de satisfacelo. Si por exemplo, quere comprarche un coche para a familia, seguramente alg\u00fan deles te\u00f1a maior capacidade de maleteiro que outro, o cal si est\u00e1 ali\u00f1ado co obxectivo principal e non a cor ou o tipo equipo de m\u00fasica que leve integrado.<\/li>\n
    5. Elixe a opci\u00f3n ga\u00f1adora.<\/strong> Chegou o momento de elixir entre todas as opci\u00f3ns. Basicamente \u00e9 a decisi\u00f3n final.<\/li>\n
    6. Modifica os obxectivos.<\/strong> En base \u00e1 experiencia coa opci\u00f3n ga\u00f1adora podes modificar os obxectivos futuros para que non se converta nun bucle de compra sobre un mesmo produto. O cal sucede cando se compran iPhone xa que Apple manexou o paradoxo de elecci\u00f3n \u00e1 perfecci\u00f3n e ofrece pouca cantidade de elecci\u00f3ns dentro dos seus produtos polo que cando captan un cliente \u00e9 probable que volva comprar o mesmo modelo. Con todo, deber\u00eda avaliar os obxectivos. Con Android\u00a0 ter\u00e1s as mesmas caracter\u00edsticas e potencialidades (ou m\u00e1is) que cun iPhone, con todo, a gran cantidade de variedade de produtos sobre esa plataforma faiche dubidar na elecci\u00f3n e para reducir esforzos cognitivos volves \u00e1 primeira compra.<\/li>\n<\/ol>\n

      Todos estes pasos ad\u00f3itanse producir en calquera toma de decisi\u00f3n. Imaxina ent\u00f3n o que sucede cando tes que procesar toda esta informaci\u00f3n nunha compra m\u00e1is pequena cando te atopas diante dun andel dun supermercado con 25 tipos de espaguetis a elixir. M\u00e1is dun abortar\u00e1 a misi\u00f3n debido ao paradoxo de elecci\u00f3n. \u00c9 por resto\u00a0 que o paradoxo de elecci\u00f3n debe estar moi presente nos plans de mercadotecnia das empresas que deber\u00e1n ter moi en conta a psicolox\u00eda do consumidor<\/strong>.<\/p>\n

      Menos \u00e9 m\u00e1is. M\u00e1is \u00e9 menos.<\/p>\n

      _<\/p>\n

      Referencias:<\/p>\n

      Iyengar, S., Lepper, M. (2000) When Choice is Demotivating. Journal of Personality and Social Psychology, 79<\/em><\/p>\n

      Scwartz, B. (2014). The Paradox of Choice – Why More is Less. Nova York: Harper Perennial.<\/p>\n

       ","protected":false},"excerpt":{"rendered":"

      O paradoxo de elecci\u00f3n fai referencia \u00e1 desmotivaci\u00f3n que se produce cando nos enfrontamos a unha toma de decisi\u00f3n entre moi variadas opci\u00f3ns. Vivimos nunha sociedade na que parece que o un dos alicerces do noso benestar \u00e9 a liberdade de elecci\u00f3n, a cal nos prima dunha autonom\u00eda que deber\u00eda de permitirnos ser m\u00e1is felices. […]<\/p>\n","protected":false},"author":1,"featured_media":4060,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"_joinchat":[],"footnotes":""},"categories":[24,8],"tags":[485,10,235,11,504,12],"class_list":["post-4061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-neuromarketing","category-social","tag-consumo","tag-marketing","tag-neuromarketing","tag-psicologia","tag-psicologia-del-consumidor","tag-social"],"yoast_head":"\nO paradoxo de elecci\u00f3n: moitas opci\u00f3ns, poucas decisi\u00f3ns. - PsicoPico<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/psicopico.com\/la-paradoja-de-eleccion-muchas-opciones-pocas-decisiones\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O paradoxo de elecci\u00f3n: moitas opci\u00f3ns, poucas decisi\u00f3ns. - PsicoPico\" \/>\n<meta property=\"og:description\" content=\"O paradoxo de elecci\u00f3n fai referencia \u00e1 desmotivaci\u00f3n que se produce cando nos enfrontamos a unha toma de decisi\u00f3n entre moi variadas opci\u00f3ns. Vivimos nunha sociedade na que parece que o un dos alicerces do noso benestar \u00e9 a liberdade de elecci\u00f3n, a cal nos prima dunha autonom\u00eda que deber\u00eda de permitirnos ser m\u00e1is felices. 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