Psikologi Konsumen: Banyak Pilihan = Sedikit Penjualan | Dr. Indrawan Nugroho
Summary
TLDRThis video discusses the paradox of choice, where too many options can lead to indecision and dissatisfaction. It highlights how today's generation faces a plethora of choices in various aspects of life, from career to entertainment, which can cause confusion and stress. The video cites Barry Schwartz's 'Paradox of Choice' and an experiment by psychologists Mark Lepper and Sheena Iyengar, showing that fewer options can lead to higher customer satisfaction. It concludes with Steve Jobs' strategy of reducing Apple's product line to simplify choices for customers, emphasizing the importance of making life easier for consumers rather than complicating it.
Takeaways
- 😀 The video discusses the relationship between the abundance of choices and the resulting indecisiveness in generations today.
- 🏆 Barry Schwartz's book 'The Paradox of Choice' is cited, which argues that having too many options can lead to decision paralysis and increased stress.
- 👵 Historically, people had fewer choices due to colonization, but modern generations have more freedom and options, which paradoxically can lead to confusion.
- 🤔 The script suggests that the current generation's indecision and constant change in jobs and relationships may be due to the overwhelming number of choices available.
- 🛒 An experiment by psychologists Mark Lepper and Sheena Iyengar is mentioned, where fewer options led to higher sales, indicating that less choice can be more effective.
- 🍽️ The video uses the example of a restaurant with a large menu causing indecision, contrasting with a simpler menu that makes decision-making easier.
- 📉 Steve Jobs' strategy of reducing Apple's product line to four core products is highlighted as a successful approach to simplifying choices for consumers.
- 💡 The importance of focusing on creating a few well-crafted products that truly meet customer needs is emphasized, rather than offering many variations.
- 🛍️ The script advises to review the number of products and their variations offered, as too many options can confuse customers and lead to no choice at all.
- 🛑 The role of innovators is to simplify customers' lives, not complicate them with too many choices, which should be a guiding principle in product development.
- 👍 The video ends with a call to action for viewers to subscribe, like, and turn on notifications for more helpful content.
Q & A
What is the main topic discussed in the video?
-The main topic discussed in the video is the relationship between the abundance of choices and the paradox of choice, which can lead to confusion and indecision among consumers.
What does the video suggest about the choices available to our grandparents compared to our current situation?
-The video suggests that our grandparents had fewer choices in their lives, with decisions often dictated by the Dutch colonizers, whereas our parents and we have more freedom and open choices in various aspects of life.
According to Barry Schwartz, what is the paradox of choice?
-Barry Schwartz, in his book 'The Paradox of Choice', suggests that having too many options can lead to decision paralysis and a feeling of being burdened, ultimately causing people to choose not to choose at all.
What is the term used in the video to describe a generation that is confused and indecisive due to too many choices?
-The term used in the video to describe such a generation is 'generation confused'.
What experiment was conducted by psychologists Mark Lieberman and Cynthia Lieberman in a supermarket, and what were the results?
-Mark Lieberman and Cynthia Lieberman conducted an experiment in a supermarket where they offered customers a choice of 24 salad dressings versus 6 salad dressings. The results showed that only 3% of customers bought from the display with 24 options, while 30% bought from the display with 6 options, indicating that fewer choices can lead to more sales.
What is the implication of the experiment conducted by Lieberman and Lieberman for businesses offering products?
-The implication of the experiment is that businesses might see better sales and customer satisfaction by offering fewer choices, as it simplifies the decision-making process for customers.
What did Steve Jobs do when he returned to Apple in 1997, and what was the impact on the company?
-When Steve Jobs returned to Apple in 1997, he reduced the number of Apple products to just four. This decision made the company more focused, and the marketing team could more easily communicate the products' features, leading to easier decision-making for customers and a revival of Apple.
What is the role of an innovator according to the video?
-According to the video, the role of an innovator is to simplify the lives of customers, not to complicate them by offering too many choices.
What advice does the video give to businesses regarding the number of product variants they offer?
-The video advises businesses to think carefully about the number of product variants they offer, suggesting that having fewer, well-designed products can be more effective than offering a multitude of choices.
What is the conclusion the video draws about the relationship between the number of choices and customer satisfaction?
-The video concludes that having fewer choices can lead to higher customer satisfaction, as it reduces decision fatigue and makes it easier for customers to make a choice.
Outlines
🤔 The Paradox of Choice
This paragraph discusses the concept of 'the paradox of choice', highlighting how having too many options can lead to decision paralysis. The speaker begins by contrasting the limited choices of past generations, who were often restricted by colonial powers, with the current generation's abundance of choices in various aspects of life, such as career, residence, and business. Barry Schwartz's book 'The Paradox of Choice' is mentioned, which argues that the necessity to choose from many alternatives can burden people, leading them to avoid making decisions altogether. This is linked to the emergence of a 'confused generation' that struggles with making decisions in various life aspects, such as changing jobs, marriage, and even downloading apps.
Mindmap
Keywords
💡Product Overload
💡Paradox of Choice
💡Generation Confused
💡Psychological Experiment
💡Decision Paralysis
💡Product Variation
💡Steve Jobs
💡Innovation
💡Customer Satisfaction
💡Marketing Focus
Highlights
The video discusses the relationship between the abundance of choices and product performance.
Previous generations had limited choices, often dictated by the Dutch colonizers.
Modern generations have more freedom in making choices, such as career and place of residence.
Barry Schwartz's 'Paradox of Choice' suggests that too many choices can lead to decision paralysis.
The paradox implies that an excess of options can make people feel burdened and lead to inaction.
The current generation is confused with too many choices, affecting their job stability and life decisions.
Experiments by psychologists Mark Lepper and Sheena Iyengar show that fewer options lead to higher customer satisfaction.
In a supermarket experiment, 6 choices of jam resulted in more purchases than 24 choices.
The video suggests that offering too many product variations can confuse customers.
Steve Jobs simplified Apple's product line to four products, leading to a more focused marketing strategy.
Simplifying product offerings can make it easier for customers to make purchasing decisions.
Innovators should aim to simplify customers' lives rather than complicating them with too many choices.
It's challenging to create a single product that perfectly meets customer needs and desires.
The video encourages viewers to subscribe, like, and turn on notifications for more content.
The transcript highlights the importance of focusing on fewer, well-crafted products rather than many variations.
The video uses the example of a restaurant with a simple menu to illustrate the benefits of limited choices.
Transcripts
Hai video ini membahas hubungan antara
generasi galau dengan produk yang gak
laku kalau anda pernah berpikir saya
sudah ciptakan banyak produk dan layanan
sehingga bisa penuhi setiap keinginan
pelanggan saya tapi kenapa justru
sedikit yang laku ya Nah mungkin anda
akan temukan jawabannya di video berikut
ini dulu kakek dan nenek kita tidak
punya pilihan semuanya diputuskan oleh
penjajah Belanda bapak dan ibu kita
lebih beruntung Dari mereka pilihan
sudah terbuka mau berprofesi jadi apa
mau tinggal dimana bebas dan sekarang
dan ras kita punya lebih banyak pilihan
lagi mau kerja atau mau bisnis ngantor
atau di rumah online atau offline
Hai dan di setiap alternatif itu kita
disajikan lebih banyak pilihan lagi
apakah itu artinya kita jadi jauh lebih
beruntung ternyata tidak bahkan justru
sebaliknya itulah yang disimpulkan oleh
Barry Swatch dalam bukunya the paradox
of toys way more is less Barry
mengatakan bahwa bagi Kebanyakan orang
keharusan untuk memilih satu dari banyak
alternatif bisa membuat mereka merasa
terbebani semakin banyak pilihannya maka
semakin besar bebannya Apa akibatnya
mereka menyerah dan akhirnya memutuskan
untuk tidak memilih sama sekali bisa
jadi ini penyebab Kenapa saat ini muncul
generasi galau mereka bingung mau
ngapain pindah-pindah kerjaan enggak di
kan nikah nggak jelas nggak pernah
tuntas jangan-jangan itu karena mereka
terlalu banyak diberi pilihan ada
puluhan jurusan kuliah ada ratusan
channel TV ada ratusan jenis profesi ada
ribuan fans di Facebook yang bisa
diprospek jadi pasangan hidup dan juga
miliaran eps yang setiap saat bisa
didownload
jika ada dua psikolog bernama Mark liver
dan Cina lieur melakukan eksperimen di
sebuah supermarket mereka mengajak
pengunjung untuk mencicipi pilihan selai
roti yang sudah disiapkan pengunjung
tersebut diberi voucher diskon jika
memutuskan untuk membeli selainnya pada
display yang pertama mereka memajang 24
pilihan selai dan pada display Yang
Kedua mereka hanya memajang 6 pilihan
selai saja apa yang terjadi hanya tiga
persen pengunjung yang membeli pada
display yang pertama sementara pada
display kedua 30% pengunjung membeli
artinya pelanggan cenderung untuk
membeli justru ketika pilihan yang
tersedia lebih sedikit Nah sekarang Coba
lihat kembali penawaran produk Anda ada
beberapa produk yang Anda tawarkan dan
pada setiap produk itu berapa jumlah
variannya jangan-jangan Itulah sebabnya
pelanggan Anda kebingungan dan akhirnya
enggak memilih apa-apa saya sering alami
itu ketika datang ke restorannya jadi
menunya itu ada 6 Halaman gitu nanti
siapa lu
gua 25 jenis masakan yang bisa saya
pilih salah Sung kehilangan selera th
mau makan malah disuruh mikir gitu
sementara ada satu Resto steak yang saya
sukai menunya cuma satu lembar kertas
dan pilihannya cuma dua wagyu atau
sekalian simpel gak pake mikir langsung
tunjuk terus makan deh teman-teman
semuanya ketika Steve Jobs kembali ke
Apple tahun 1997 Hal pertama yang ia
lakukan adalah mengurangi jumlah produk
Apple hingga jadi empat produk saja dan
keputusan itu membuat image apple jadi
lebih fokus tim marketing jadi lebih
mudah dalam komunikasikan produk-produk
Apple dan pelanggan jadi lebih mudah
dalam membuat keputusan membeli
keputusan Steve Jobs itu jadi titik
tolak kebangkitan Apple ingat ya bahwa
tugas kita sebagai seorang inovator
adalah memudahkan hidup pelanggan kita
bukan justru membuatnya lebih rumit nah
Kitalah yang harus berpikir keras untuk
pelanggan kita Bukan sebaliknya semua
orang itu bisa buat produk dengan banyak
varian tapi tidak semua orang mampu
menciptakan satu produk yang bisa
memenuhi kebutuhan dan keinginan
pelanggan secara jitu Nah jadi mau
sedikit tapi dapetnya banyak atau mau
banyak tapi dapetnya malah sedikit Anda
yang putuskan jika anda menemukan video
ini bermanfaat silakan subscribe like
dan jangan lupa untuk Nyalakan
notifikasinya
hai hai
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