I
n a world overflowing with options, the relationship between consumers and their choices can be paradoxical. While proclaiming to love choice and to an extent consumers even demanding it, some studies argue that the act of choosing is a daunting one for many of us. This dynamic is particularly relevant in the luxury sector, where the interplay of emotions, status, and decision-making processes shapes consumer behaviour. Understanding this intricate web is crucial for brands aiming to connect with their audience effectively and at London Packaging Week, Professor Ben Voyer delved into the science behind consumer choices in a talk on how and why consumers make choices. Voyer posits that “consumers love choices as much as they hate choices.” This duality lies at the heart of consumer behaviour. Choice represents control and freedom, which consumers appreciate, however, the mental effort required to make a decision can be overwhelming. He notes, “having choice is a luxury advantage, so we may move to have control over resources and when we actually have a choice, that’s a sign that we’re in control of things. We like that ability but at the same time, it’s energy consuming.” In this sense, choice is synonymous with empowerment. Yet, the paradox emerges when consumers are faced with too many options.
The phenomenon known as the “tyranny of
choice” highlights how excessive options can lead to decision fatigue, ultimately decreasing consumer welfare. Voyer emphasises that “the optimal number of choices is typically three to five.” When options exceed this threshold, consumers can become paralysed, unable to make a decision, which undermines the very control they seek.
Understanding Decision-Making: The Three Stages To effectively design packaging that facilitates decision-making, brands must understand the three key stages in the consumer decision-making process: thinking, feeling, and doing. Each stage presents unique challenges and opportunities for brands to engage with their audience.
1. Thinking: The Cognitive Load The first stage, thinking, involves processing
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information. Consumers approach this stage with varying levels of expertise. Voyer notes that “not all products, not all categories, require the same amount of thinking information. A lot of the products we buy actually require very little information, whereas a lot of products that can be technical require a lot of information. So when it comes to thinking consumers will first have to think about what there is to think about, the joy is that not everyone is able to think the same way.” The cognitive load, or the mental effort required to process information, plays a crucial role in this stage, for instance, a luxury perfume may need minimal deliberation, while a high-end electronic device may necessitate extensive research.
Voyer
explains, “the more we have to choose with complex features, the more that cognitive load actually means that it’s too high and we can’t make a decision.”
Brands must be mindful of the information they present on their packaging. If a product requires extensive deliberation, the packaging should provide clear, concise information that eases cognitive burden. Moreover, Voyer points out that emotional stress can interfere with decision-making, further complicating the process. In high- pressure situations, such as emergency purchases, consumers tend to favour quick decisions over thorough evaluations. “When we are in a high emergency situation we
haven’t planned to purchase, people actually want the fast information so they want all the elements that can help them make a shortcut fast decision,” he states, emphasising the importance of designing packaging that offers immediate, easily digestible information. 2. Feeling: Emotional Connections and Branding
The second stage of the decision-making process, feeling, delves into the emotional connections consumers forge with products and brands. Voyer underscores the significance of emotions in shaping consumer behaviour,
asserting, “positive emotions
typically have positive impacts on spending and buying behaviours. So when we are in a good mood, we are happy and can take action and make decisions. Interestingly, when we are sad the research shows that one of two things can happen. As a way to take back control we may take purchasing decisions, or we may be more critical of the information and products and engage in slower way than we usually would.”
Luxury brands often leverage emotional branding to create lasting connections, with nostalgia being a particularly effective strategy. Nostalgic products evoke positive memories and feelings, enhancing consumer mood and encouraging purchasing behaviour. Voyer highlights the power of feeling included and belonging to a group, noting, “one of the most powerful forms of emotion is the feeling of being included, of being part
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