Mechanism Research Of Consumer Choice Overload In Food Decision Making

In the face of increasingly fierce market competition,businesses tend to subdividing the products constantly in order to get more market share,we have more kinds of products,product diversification on the one hand,to satisfy the different consumer preference,but on the other hand,with the increase of product variety,people make buying decisions require the cognitive ability and the contradiction between the limited cognitive resources are gradually emerge.Nowadays more and more studies have found that an increase in the number of alternatives will also bring negative influence to consumers,the inconsistent with traditional economic research view that in the face of overly complex choice sets,individuals will have inconsistent behaviors,reduced decision satisfaction and increased regret,and other negative emotions,which are collectively referred to as choice overload.Food decision-making behavior of consumers can be seen everywhere in life,the development of diversified products is inevitable,and efficient decision-making behavior has gradually become the goal of consumers.Therefore,it is particularly important to clarify the causes of the choice overload effect and its influence mechanism and consequences on consumers’ food decision-making behavior.This article focused on the consumer under different scenarios facing more complex decision-making behavior of commodity choice set,select choice inconsistent behavior as choice overload objective criteria,using the EBA model with continuous variable to deduce the consumer choice inconsistent behavior,further to explore the formation mechanism of consumer choice overload objective consequence.Taking liquid milk products as the research object,using scene experiment questionnaire way to design the three-scenario experiment,collecting 201 samples data,using STATA15.0 statistics software to make empirical analysis,using principal component analysis(pca),paired sample t test and cluster analysis to examine consumers’ choice inconsistency behavior and negative emotions under the choice overload.The study found that:(1)Providing positive information related to attributes will make consumers have choice inconsistent behavior,improve the probability of choosing products containing this attribute,produce the reversal of choice overload phenomenon,increase the decision satisfaction of subjects,reduce the degree of anxiety,confusion and choice difficulty of subjects;(2)Adding an attribute with a large weight will cause consumers to have choice inconsistent behavior,improve the probability of choosing the product containing the attribute,produce the choice overload effect,and increase the anxiety degree,regret degree and confusion degree of the subjects;(3)The increase of similar options will make consumers have choice inconsistent behaviors,improve the probability of choosing non-similar options,produce choice overload effect,and increase the degree of anxiety,difficulty,regret and confusion of the subjects;(4)The effect of choice overload is influenced by the type of consumers.Compared with the consumers who are loyal to shopping,the indecisive consumers are more likely to have choice overload and will show negative effects on more subjective measures.