The four methodologies that Sheena Iyengar discusses in her
presentation are Cut, Concretization, Categorization, and Condition for
complexity. Each methodology provides a specific way on how we can improve and
manage our choices in better way. She describes Cut as a way of simply stating
that less options for consumers provides greater results or revenue. When you
narrow the choices for an individual to choose from it becomes easier for them
to make a firm decision. She then discusses concretization, in which she states
“in order for people to understand the differences between the choices, they
have to be able to understand the consequences associated with each choice, and
that the consequences need to be felt in a vivid sort of way, in a very
concrete way.” (Iyengar, 2011) She then describes the third methodology of
Categorization, simply put, if you have your choices in a categorized manner it
would be much easier for the chooser to make a decision moving forward. Then
finally the fourth methodology is Condition of complexity in which she
describes a gradual build of presenting information in choices for making the
final decision.
In my capacity as a decision maker in my organization, the
two methods that relate to my decision making is the processes of Cut and
Concretization. For the process of Cut, in my job, the decision on purchasing
equipment for my program has to go with what is relevant and cost effective
when making my decision to purchase. I do have assistance on the system that
the Army provides in narrowing down my choices which presents a better choice
in making my decisions on the equipment to purchase. Hoch, Kunreuther &
Gunther (2001) describe using information technology as a power tool. It is used
to strengthen the decision maker’s decision making however making decisions
largely unchanged. (p.945) It a nutshell there is already a set standard of
choices for us as decision makers to use as a guide, which ultimately for me in
my case presents me the best choice without getting into trouble from my
superiors. Which then ties into concretization methodology of my decision
making. If I was to go against what the software database recommends then I would
definitely get into trouble. We cannot spend over of what we need, when the
choices are cut and concretize (in other words, set) then the best choices
presented allow me to make a better decision.
I believe that all four of these methodologies will help
improve my decision making. Adding the methods of categorization and condition
of complexity will provide a better system of decision making for myself. My
job position requires me to provide decisions on a daily basis. Just as Iyengar
(2011) discussed that we on average have 70 choices a day to include the many
different sub choices that are given on the bottom of it. She also describes
the 9 minute time frame to the 1 hour time frame into making choices. For me,
to improve my decision making is to simply make clear and decisive decisions.
To understand what is in front of me. To understand that just because I am
presented with a number of choices, to slim down my choices will make for a
more quality decision of choice. That is the ultimatum of what I got out of
this presentation, is that if I was given 100 choices rather to narrow it down
to 50 choices, the more specific the choice, the better decision will be made.
Reference:
Hoch, S., Kunreuther, H., &
Gunther, R. (2001). Wharton on Making Decisions (1st edition). Hoboken, NJ:
John Wiley & Sons, Inc.
Iyengar, S. (2011, November).
Retrieved January 20, 2017, from
http://www.ted.com/talks/sheena_iyengar_choosing_what_to_choose#t-607343
Iyengar, S.
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