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Inicio > Historias > ¿Es mejor tener más opciones a la hora de comprar?

¿Es mejor tener más opciones a la hora de comprar?

La respuesta parece obvia, a más posibilidades de elegir es mayor la posibilidad de encontrar el productor que se encaje a nuestras necesidades, pero la respuesta no es tan obvia como podría parecer. Tim Harford (el autor del Economista Camuflado) hace poco dedicaba un post a este tema.

Según comenta, hace tiempo se realizó un famoso experimento sobre esta cuestión. Se montó un pequeño "stand" en un supermercado. Unas veces se ofrecía 6 variedades de jamón para que los clientes pudieran probarlos antes de comprarlo, otras veces se ofrecían 24. Las ventas después de ofrecer 6 variedades fueron mucho mejor que las de 24 variedades. La conclusión: más variedad es peor.

Este y otros experimentos se ha replicado sobre la mayor oferta desmintiendo las conclusiones del anterior estudio, según el autor.

Existe también una charla muy recomendable de Barry Schwartz relacioanda con este tema en el que pone de relieve lo extresante que puede ser tener un amplio abanico donde elegir. Hay estudios en los que se relaciona la cantidad de oferta de planes de pensiones con la participación, cada 10 nuevas posibilidades a elegir la participación baja un 2%.

¿Qué creer?

Desde hacía tiempo quería comprarme un nuevo ordenador. Que sea informático no me ha ayudado mucho, quizá al contrario. Mis niveles de estrés subieron muchísimo, incluso retrasé la decisión varias semanas. La oferta en netbooks es abrumadora, así como los reportajes en Internet, ¿qué producto comprar?, ¿estaré tomando una buena decisión?. Al final terminé por comprar un Acer Aspire One en una tienda de mi pueblo. Estoy contento con mi adquisición, pero claro, ¿cómo puedo saber si he tomado la decisión acertada (máximizar el gasto/calidad)?

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2009-12-23 19:40 | | 7 Comentarios | Enlace permanente

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Comentarios

1
De: rvr Fecha: 2009-12-23 23:40

Ese mismo ejemplo aparece en The Long Tail. En el libro, Anderson sugiere que mayor oferta solo es peor si no hay recomendaciones. No sé si me convence la explicación, porque a pesar de Internet también me ha pasado lo que comentas con muchas compras (la más reciente, cambio de terminal de móvil).



2
De: fernand0 Fecha: 2009-12-24 12:07

En realidad lo que decían (si no recuerdo mal) es que la variedad era buena, pero demasiada variedad era contraproducente.



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