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Il carico cognitivo della decisione d’acquisto

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Scegliere, comprare

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Gli studi classici sul decision making si sono prevalentemente concentrati sugli effetti positivi derivanti dalla possibilità di scegliere. Un assunto comunemente accettato è, infatti, quello secondo cui la libertà di scelta incrementa la motivazione intrinseca e il senso di controllo personale, i quali a loro volta potenziano la performance e il livello di life satisfaction. Solo da pochi anni la letteratura ha iniziato a considerare le conseguenze negative della scelta. In particolare, sembra che la difficoltà della decisione aumenti in funzione del carico cognitivo che essa implica. Quest’ultimo è determinato dal numero delle opzioni fra cui si può scegliere, dal numero degli attributi che descrivono ogni singola opzione, dal livello di dettaglio di tali attributi e dalle loro reciproche correlazioni (positive/negative) [1–3]. L’obiettivo di questo capitolo è descrivere proprio gli svantaggi derivanti dall’eccessivo carico cognitivo della scelta. A tal fine, saranno passate in rassegna le principali ricerche psicologiche che hanno evidenziato come, in contrasto con i classici principi economici, l’elevata complessità decisionale possa essere percepita in modo talmente stressante da indurre il soggetto a non scegliere affatto o a compiere scelte sub-ottimali.

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  1. Dipartimento di Psicologia, Università degli Studi di Palermo, Palermo

    R. Misuraca & F. A. Carmeci

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  1. R. Misuraca
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  3. G. Pravettoni
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Misuraca, R., Carmeci, F.A., Pravettoni, G. (2009). Il carico cognitivo della decisione d’acquisto. In: Scegliere, comprare. Springer, Milano. https://doi.org/10.1007/978-88-470-1374-2_4

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