Kingston University Behavioural Science Series: Positive effect of freedom and autonomy on consumer experience when customers choose from large assortments

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Time: 4.00pm - 5.00pm
Venue: Room 1022, Business School (first floor), Kingston Hill campus, Kingston Hill, Kingston upon Thames, Surrey KT2 7LB
Price: free

All are welcome to join us for the next Behavioural Science seminar, in which Dr Barbara Fasolo and Dr Elena Reutskaja will present a talk entitled 'Positive effect of freedom and autonomy on consumer experience when customers choose from large assortments'.

Abstract
Maintaining high consumer satisfaction and customer experience is difficult but crucial for both consumers and organizations. We will present the results of several years of research that demonstrate the positive effect of freedom and autonomy on consumer experience when customers choose from large assortments. First, we show that consumers choosing from large assortments have more positive subjective experiences (greater satisfaction and enjoyment, and lower regret and difficulty) and higher motivation to buy when they can freely choose as much as wished than when they are constrained to selecting a single option. Second, we demonstrate that retailers can improve customer satisfaction and shopping experience of their customers by using "freedom cues" - simple messages that remind consumers that they may choose as much as wished. These messages improve customer experience in common marketplace settings where consumers generally have no external constraints on the amount selected. Important implications for organizations are discussed.

Speakers

Dr Barbara Fasolo is an Associate Professor in Behavioural Science at the Department of Management, London School of Economics and Political Science. She co-founded and leads the LSE Behavioural Lab. Her research is on improving judgments and decision processes in the presence of risk and choice overload. She loves travelling in her leisure and professional life- she studied economics in Bocconi, Italy; decision science at LSE; experimental psychology in Boulder, Colorado and adaptive decision-making at the Max Planck in Berlin, Germany before moving back to the UK.  Her work is interdisciplinary and has been published in leading outlets including Nature, Annual Review of Psychology, the Proceedings of the National Academy of Sciences and Science Advances.

Dr Elena Reutskaja is an Associate Professor of marketing at IESE Business School (Spain). Elena's research interests lie at the intersection of behavioural decision-making, public policy, marketing, and economics. Her research focuses on information and choice overload, choice architecture, ethical decision-making, comparison of individual and group decision-making, as well as neuro-marketing. Elena employs various methods in her research including decision process-tracing methods, from mouse tracing and eye-tracking to emotion recognition and brain imaging. Elena serves as a behavioural expert and advisor for a number of organizations both in the private and public sectors.

This event is open to staff, students and the public so please feel free to share the registration link with your networks!

For further information about this event:

Contact: Fanni Szigetvari, Behavioural Science Lab Manager
Email: F.D.Szigetvari@kingston.ac.uk