An Analysis of the Impact of Choice Overload on Inducing Decision Paralysis in the Online Food Ordering Industry

International Journal of Economics and Management Studies

© 2024 by SSRG - IJEMS Journal

Volume 11 Issue 6

Year of Publication : 2024

Authors : Adhya Boby

10.14445/23939125/IJEMS-V11I6P101

How to Cite?

Adhya Boby, "An Analysis of the Impact of Choice Overload on Inducing Decision Paralysis in the Online Food Ordering Industry," SSRG International Journal of Economics and Management Studies, vol. 11,  no. 6, pp. 1-6, 2024. Crossref, https://doi.org/10.14445/23939125/IJEMS-V11I6P101

Abstract:

In today’s world, consumers enjoy an extensive array of choices, but the sheer volume of options doesn’t always guarantee a better customer experience. In fact, this abundance of choices can often lead to decision paralysis and decreased satisfaction. This research paper investigates how choice overload influences decision paralysis in the Indian market, particularly focusing on online food delivery apps. By addressing a critical gap in the existing literature on information overload and decision paralysis, this research offers a fresh perspective. Using a quantitative approach, data was gathered from 80 participants residing in Bangalore by employing various standardized scales. The results, analyzed through t-tests and regression analysis, underscore a significant relationship between choice overload and decision paralysis, with age emerging as a pivotal factor. Surprisingly, gender did not demonstrate a substantial influence on the levels of choice overload or decision paralysis. These findings emphasize the necessity for redesigning and streamlining food delivery platforms to optimize the choice architecture, especially for users below the age of 40, to enhance the overall user experience. In doing so, businesses can reduce order abandonment and increase user satisfaction. Furthermore, this research has broader implications for online businesses and researchers interested in delving into consumer behavior and decision-making processes in digital settings.

Keywords:

Decision paralysis, Choice overload, Food delivery apps, Order abandonment, Consumer behavior.

References:

[1] Adriana Manolică et al., “Is Consumer Overchoice a Reason for Decision Paralysis?,” Sustainability, vol. 13, no. 11, pp. 1-16, 2021.
[CrossRef] [Google Scholar] [Publisher Link]
[2] Jessa Mae Adriatico et al., “An Analysis on the Impact of Choice Overload to Consumer Decision Paralysis,” Journal of Economics, Finance and Accounting Studies, vol. 4, no. 1, pp. 55-75, 2022.
[CrossRef] [Google Scholar] [Publisher Link]
[3] Barry Schwartz, The Paradox of Choice: Why More is Less, 2004. [Online]. Available: https://changethis.com/manifesto/13.ParadoxOfChoice/pdf/13.ParadoxOfChoice.pdf 
[4] India Today, Gen Z Faces More ‘Menu Anxiety’ When Dining Out Than Others, Says Study, India Today, 2023. [Online]. Available: https://www.indiatoday.in/lifestyle/what-s-hot/story/gen-z-faces-more-menu-anxiety-when-dining-out-than-others-says-study-2477446- 2023-12-18
[5] Noel T. Brewer, Jessica T. DeFrank, and Melissa B. Gilkey, “Anticipated Regret and Health Behavior: A Meta-Analysis,” Health Psychology, vol. 35, no. 11, pp. 1264-1275, 2016.
[CrossRef] [Google Scholar] [Publisher Link]
[6] R. Viknesh, Kavitha R Gowda, and Jayanta Banerjee, “A Study on Decision Paralysis in Customers with Special Reference to Placing Order in Restaurant,” Transnational Marketing Journal, vol. 9, no. 2, pp. 253-266, 2021.
[CrossRef] [Google Scholar] [Publisher Link]
[7] Mark Heitmann, Donald R. Lehmann, and Andreas Herrmann, “Choice Goal Attainment and Decision and Consumption Satisfaction,” Journal of Marketing Research, vol. 44, no. 2, pp. 234-250, 2007.
[CrossRef] [Google Scholar] [Publisher Link]
[8] Elizabeth Cooper-Martin, “Measures of Cognitive Effort,” Marketing Letters, vol. 5, no. 1, pp. 43-56, 1994.
[CrossRef] [Google Scholar] [Publisher Link]
[9] Barry Schwartz et al., “Maximizing Versus Satisficing: Happiness Is a Matter of Choice,” Journal of Personality and Social Psychology, vol. 83, no. 5, pp. 1178-1197, 2002.
[CrossRef] [Google Scholar] [Publisher Link]
[10] Michael Tsiros, and Vikas Mittal, “Regret: A Model of its Antecedents and Consequences in Consumer Decision Making,” Journal of Consumer Research, vol. 26, no. 4, pp. 401-417, 2000.
[CrossRef] [Google Scholar] [Publisher Link]
[11] Leon Mann et al., “The Melbourne Decision Making Questionnaire: An Instrument for Measuring Patterns for Coping with Decisional Conflict,” Journal of Behavioral Decision Making, vol. 10, no. 1, pp. 1-19, 1997.
[CrossRef] [Google Scholar] [Publisher Link]
[12] George B. Sprotles, and Elizabeth L. Kendall, “A Methodology for Profiling Consumers’ Decision‐Making Styles,” The Journal of Consumer Affairs, vol. 20, no. 2, pp. 267-279, 1986.
[CrossRef] [Google Scholar] [Publisher Link]
[13] S. Iyengar, Sheena, and Mark R. Lepper, “When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?,” Journal of Personality and Social Psychology, vol. 79, no. 6, pp. 995-1006, 2000.
[CrossRef] [Google Scholar] [Publisher Link]
[14] Qihao Ji, Louisa Ha, and Ulla Sypher, “The Role of News Media Use and Demographic Characteristics in the Prediction of Information Overload,” International Journal of Communication, vol. 8, pp. 699-714, 2014.
[Google Scholar] [Publisher Link]
[15] Mariola Zapater Fajarí et al., “Resilience and Psychobiological Response to Stress in Older People: The Mediating Role of Coping Strategies,” Frontiers in Aging Neuroscience, vol. 13, pp. 1-15, 2021.
[CrossRef] [Google Scholar] [Publisher Link]
[16] JoNell Strough, and Wändi Bruine de Bruin, “Decision Making Across Adulthood,” Annual Review of Developmental Psychology, vol. 2, pp. 345-363, 2020.
[CrossRef] [Google Scholar] [Publisher Link]
[17] Australian Psychological Society, Stress & wellbeing, Australian Psychological Society Stress and Wellbeing in Australia Survey, pp. 30, 2015. [Online]. Available: https://psychology.org.au/getmedia/ae32e645-a4f0-4f7c-b3ce-dfd83237c281/stress-wellbeing-survey.pdf
[18] Stefanie Cruz, An Exploratory Study of Genders, Choice Overload, Perception of Variety and Decision Satisfaction, Doctoral dissertation, Dublin, National College of Ireland, pp. 1-93, 2017. [Online]. Available: https://norma.ncirl.ie/2898/1/stefaniecruz.pdf