Pregunta 1
Reading Passage 3 – Too Much of a Good Thing? Rethinking Choice Overload
A Few findings in behavioural science have travelled as far beyond the laboratory as the claim that too much choice is bad for us. Its best-known source is an experiment carried out in an upmarket food store, in which shoppers encountered a tasting table displaying either six or twenty-four varieties of jam. The larger display attracted more passers-by, but those who stopped at it were dramatically less likely to buy anything: only around one in thirty went on to make a purchase, compared with roughly one in three of those who had seen the smaller selection. The result seemed to confirm what many people already suspected, and within a few years it was being cited in books on marketing, management and personal happiness as evidence that modern consumers were being paralysed by abundance.
B The appeal of the idea is easy to understand. It runs against a central assumption of classical economics – that additional options can never make a rational person worse off, since he or she can always ignore them – and findings that overturn such assumptions tend to attract attention. It also flatters a widespread intuition that contemporary life, with its endless menus, streaming catalogues and comparison websites, has become exhausting in ways that earlier generations were spared. A theory that both surprises experts and confirms the suspicions of ordinary people is unusually well placed to spread.
C Yet attempts to reproduce the effect have produced a far more mixed picture than its popularity would suggest. When researchers pooled the results of some fifty experiments on choice overload in a statistical review published in 2010, they found that the average effect was close to zero. In some studies, larger assortments did reduce people's willingness to choose or their satisfaction with what they had chosen; in others, they had the opposite effect; and in many, they made no measurable difference at all. This does not mean that the original finding was mistaken. It means, rather, that whatever produced it is not a general law of human behaviour but something that appears only under certain conditions.
D Identifying those conditions has become the main task of subsequent research. A later review argued that four factors largely determine whether more options will overwhelm people. The first is the complexity of the choice set itself: options that differ in many ways at once, or that are presented in a disorganised manner, are harder to compare. The second is the difficulty of the decision task, which increases, for instance, under time pressure. The third is the degree of uncertainty people feel about their own preferences; someone who knows exactly what they want is barely affected by the number of alternatives. The fourth is the person's goal: those who intend only to browse respond quite differently from those who must reach a decision. Seen in this light, the jam shoppers – unfamiliar with most of the flavours, offered no means of organising them, and under no obligation to buy – were close to an ideal case for producing the effect.
E What follows for those who design the choices other people face? The obvious conclusion – that offering fewer options is always safer – is, I would suggest, precisely the wrong one. Cutting a range may help shoppers who arrive with no clear idea of what they want, but it is likely to frustrate those with particular needs, who may simply take their business elsewhere. A more productive response is to address the conditions that make large assortments difficult: grouping options into meaningful categories, providing simple ways of comparing them, or allowing people to narrow the field gradually. Well-organised bookshops and libraries have long done exactly this, and nobody seriously proposes that they would serve readers better by stocking fewer titles.
F There is, admittedly, one respect in which the original theory seems to have identified something durable. Several studies have found that people who habitually try to identify the best possible option – 'maximisers', in the jargon of the field – report lower satisfaction with their decisions than those who are content with one that is good enough, and that this gap tends to widen as the number of options grows. If so, the costs of abundance may fall less on the act of choosing than on how people feel afterwards, and less on consumers in general than on a particular type of person.
G The story of choice overload is, in the end, a useful reminder of how scientific ideas can outrun their evidence. A single memorable experiment, reported with an attractive simplicity, became a widely accepted truth long before anyone had established how often, or why, the effect occurred. The more recent work has not so much refuted the original insight as replaced a slogan with an explanation – a less quotable outcome, perhaps, but a considerably more useful one.
Questions 27–31. Choose the correct letter, A, B, C or D.
29. According to paragraph D, which person is least likely to be affected by a large number of options?
- A. someone choosing under time pressure
- B. someone who is only browsing
- C. someone who knows exactly what they want
- D. someone faced with options that differ in many ways
Ver respuesta y explicación
Respuesta correcta: C. someone who knows exactly what they want
Explicación
C. 'Someone who knows exactly what they want is barely affected by the number of alternatives.' A and D describe conditions that make choice harder (time pressure, complex options). B is a trap: browsers 'respond quite differently', but the text does not say they are unaffected.