Consumer As Chooser

Question 1

Choice is at the heart of…

Answer 1

Consumerism

Question 2

name two core values of consumerism related to choice

Answer 2

1. Choice is freedom: choice is good, the more the better
   - influence on social and political systems
2. Choice is good for economy: consumer choices in free markets drive efficiency, innovation, growth and diversity

Question 3

Name the 8 limits of choice

Answer 3

1. Choice without information not real choice
2. Choices conditioned by availability and accessibility
3. Choice limited by resources
4. Overabundance of choices lead to diminishing returns
5. Choice as smoke screen or deception
6. Choice seen as rational, but in fact driven by habit, instinct, or impulsive emotion
7. Every choice has consequences, including unintended ones
8. Choice is not always guarantee of freedom

Question 4

Explain how choice without information is not a real choice

Answer 4

• what sort of info, how much, what format, given by whom?
• imperfect markets

Question 5

Explain how choices are conditioned by availability and accessibility

Answer 5

• lack of “true” choices
• government incentives/policies

Question 6

Explain how overabundance of choices lead to diminishing returns

Answer 6

• Fear of failing and worries about choosing the “right” option - leading to anxiety

Question 7

Explain how Choices limited by resources

Answer 7

• disenfranchise (excluding) poor from large areas of social life (e.g. feel like can’t enter luxury stores if not dressed well)
• leads to relentless competition (rarely results in greater happiness or well-being overall)

Question 9

Consumer regret is higher the more…

Answer 9

Choice we have

Question 10

Explain choice as smoke screen or deception

Answer 10

if you choose it, it’s your responsibility (don’t complain if it goes wrong)

Question 11

One limit of choice is that it’s seen as rational, but in fact driven by…

Answer 11

Habit, instinct or impulsive emotion

Question 12

Explain every choice has consequences, including unintended ones

Answer 12

• 1st choice limits further choices, forces action, or create entrapment(cost of extrication(freeing) appear too high)

Question 13

Explain how choice is not always guarantee of freedom

Answer 13

Choice can expose people to control, surveillance and other undermining of privacy/freedom

Question 14

Choice is two main things:

Answer 14

Powerful
Desirable

Question 15

Explain two elements of choice being powerful (+ 1 example)

Answer 15

1. Taken for granted, until denied it
   - like to believe we have choices, even if we choose not to exercise them
   (E.g. want right to vote, even if don’t actually vote)
2. Inextricably linked with morality
   - “right” and “wrong”

Question 16

Explain choice as being desirable (+ example)

Answer 16

We prefer choices because it gives illusion of control
E.g. airline with single meal vs choice of three meals
-> many prefer having choice, EVEN IF none as good as the single option

Question 17

We now see a proliferation (drastic increase) in choice, following which logic? (+ example)

Answer 17

Permeation of “more choice the better” logic
- giant supermarkets, Amazon etc.

Question 18

What are the costs of the proliferation of choice (3)

Answer 18

1. Enormity of choices and information overload
   -> questionable validity and reliability of sources that are supposed to guide your choice
2. Control through “curated” choices (e.g. beams) and “nudges”(e.g. ikea force to wander thru - buy more)
   -> managing consumer while perpetuating illusion of consumer sovereignty
3. Monitoring
   -> Choices monitored and used to generate data sold at
   high price