Choices with Regard to the Process of Consumption

1657 WordsFeb 19, 20187 Pages
Consumer choice refers to the decisions consumers make when considering the products and services they want to purchase. Presently, in this post-industrial society, many analysts believe that social strata in many parts of the world have led to the emergence of “consumer society” (Smart, B 2014). Reasons for this are because individuals are being portrayed as having a wide range of choice as they are being presented with a wide range of products and services. As Ellis at al. (2012) notes, privatization of production and distribution of goods and services have expanded the way consumers can access them, and therefore, there are increased consumer choices. However, there are arguments that in some cases, consumers have not been provided with adequate positions to exercise their true choices on goods and services and therefore, which is leading them to make passive choices in regards their process of consumption. Some arguments assert that consumers are becoming more and more actively involved in their buying and consumption processes, especially in this age when people are more enlightened. Arguments for Active and Passive Consumption The Concept of Number of Options Iyengar and Leper (2000) state, that current psychological theories confirm that individuals become motivated when making choices individually. They refute the widely believed notion that people will be willing to make wise and precise choices when flooded with many options. When people are offered with fewer
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