Question

jamie wants to purchase comfortable walking shoes. she searches online and goes to the department store to look at the choices. what she had thought was going to be a quick and easy purchase decision has bogged her down when faced with such a wide variety of shoes available. in this situation, hyperchoice refers to . a. a situation where consumers have too many choices while purchasing b. the evaluative criteria that are related to the actual choice that is made c. a situation where consumers' choices provide hedonic as well as utilitarian value d. the attributes and features that consumers consider while choosing a product

Answer 1

Hyperchoice refers to a situation where consumers have too many choices while purchasing, which can lead to difficulty in making a purchasing decision. It contrasts with seeking the highest level of utility, which involves considering happiness, cost, and trade-offs. Excessive variety can increase costs and complicate decision-making.

Therefore the correct answer is option A.

Step-by-step explanation:

When Jamie is faced with a wide variety of walking shoes to choose from, and this vast array of options is making her purchase decision more difficult, she is experiencing hyperchoice. Hyperchoice refers to a situation where consumers have too many choices while purchasing, which can lead to decision-making paralysis, frustration, or regret. Thinking about what will provide the greatest satisfaction during the consumption decision process is generally what people consider, rather than making selections based on whims or simple methods like "eeny, meeny, miney, moe."

The step-by-step process includes considering happiness, cost, and trade-offs, aligning with the search for the highest level of utility. However, when the variety of choices becomes overwhelming, it can undermine the efficiency of the decision-making process and may result in increased costs per unit due to the diversity of available products.