Grounded on psychology.

Choosing among various available alternative.

In the personal development sense, choice refers to the act of choosing from among alternatives of beliefs, lifestyle and behaviour.

Without the possibilities of choices man is not a man…But a member, an instrument or thing.

Coke or Pepsi? Save or spend? Stay or go?Survivorship!

Is the desire for choice innate or created by culture?

Why do we sometimes choose against or best interests?

How much control do we really have over what we choose?

What is freedom? Freedom is right to choose: right to create for alternatives of choices.

It’s totally different how many choices are available from how many choices you perceived you have.Availability can be different from perceptions

How surroundings can change our behavior?

How culture can influence our choices?

How freedom can influence our choices?

How our identity influence our choices?

I am unique- just like others

People are more alike than they think

What people believe about themselves, or what they would like to believe, doesn’t vary much from person to person.

How our identity helps us to choose?

•Choice requires us to think more deeply who we are, both within ourselves and in the eyes of others.

•Why CEO doesn’t want to use Maruti 800?

Author has described two different systems of decision making:

Automatic system and Reflective system.

Automatic system operates quickly and effortlessly.

Reflective system is operates by not only sensations but by logic and reasons.

Eg. Research study - “Marshmallow matters”

•We must evaluate all available options and choose the best one.•It is harder to explain why things work as well as they do – at least in some parts of the world.

How people make choice of colours?

Ballet Slipper or Adore-A-Ball Has the colour name actually be designed to affect our

sensory perception

How the choice of style or trend is designed and channelled?

Forecasters predict and designers incorporates trend & colour into their work

Eco-lution:- use of natural dyes, sustainable materials, and earth stones

you scratch my back, I’ll scratch yours- If designers believe that white will be the new black and so only make white dresses- the stores only orders white ones, then that, what customers will buy

More exposure effect:- by Zajonc in 1968

Do we exactly know what product we like ?

Bottled Water – claimed to be pure & natural but nowhere talks about high quality of water

Puffery- That is not taken seriously and this includes adjectives to boast

Fewer qualitatively different options than we realize

Coke or Pepsi ?

Coke is like Christ:- Image of Santa Claus by Haddon Sundblom

The two brands do not have any significant difference between them

Choices made don’t depend on the contents or quality of the product but the message conveyed by the product’s advertisement and its logo

Two simultaneous levels on which the mind operates:-

1. Conscious and reflective:- Overwhelmed with information 2. Unconscious and automatic:-

- information is registered without becoming consciously aware of it- Priming:- very effective mode of advertisement. Our emotions and

choices are unconsciously affected by simple words and images. - Short film :- “Beef”

Does abundance of choices makes us comfortable while choosing?

Availability of choice- positive connotation; No choice- Unfortunate

May lead to surrender and exclaim:- “I don’t know! There are just so many options”

Does large assortment size helps in choosing?

As the choice is expanding with the time, there is abundance of variety in the product

People exhaust themselves in the search, and something that should have been joy becomes a chore

Whatever be the reservation about choice, people have continued to demand for more.

Three negative consequences of offering people more rather than less choice:-1.the more choices people have, the more likely they are to disengage in the choosing process2.the more choices they have, the lower the quality of their decisions3.the more choices people have, the less satisfied they are with what they have chosen even if they did objectively better

CONCLUSION

Thank you