Navigating Digital Hyperchoice - Honing as an alternative to Maximising
(A2025-125799)

AUTHORS

Ravneet Bawa, London School of Economics and Political Science; Amitav Chakravarti, London School of Economics and Political Science

ABSTRACT

Digital consumers often make decisions in contexts of choice abundance with platform design that keeps alternative options always accessible. This research proposes that this interaction with excessive and always-on choice has led to novel decision mindsets. A framework for decision making using these new consumer decision mindsets is introduced based on the theorising that individuals differ in their level of choice inter- action and; in their level of individual decision oriented regulatory behavior. Using the specific domain of video consumption on digital platforms, across eight studies, I develop an understanding of these decision environments, a two-dimensional scale-based measure of decision constructs and a typology for behavioral segmentation based on these new mindsets. Substantive implications include the downstream consequences of these decision mindsets for decision satisfaction and on-platform behaviour differences of digital consumers.