Document (#41981)

Author

Rötzer, F.

Title

Bei zu vielen Optionen bockt das Gehirn

Issue

[11. Oktober 2018].

Source

https://www.heise.de/tp/features/Bei-zu-vielen-Optionen-bockt-das-Gehirn-4188191.html?view=print

Year

2018

Series

Telepolis

Abstract

Wissenschaftler haben untersucht, wie viele Optionen für eine Auswahlentscheidung das menschliche Gehirn am besten findet. Wenn man Menschen in Verwirrung oder Apathie stürzen will, dürfte es eine gute Strategie sein, sie mit Information zu überladen. Das könnte eines der Geheimnisse unseres kapitalistischen Systems sein, das schon während des Kalten Kriegs zwischen dem Westen und dem kommunistischen System deswegen attraktiver war, weil es mit einer Flut an Waren und Informationen die Menschen verführte. Während die Menschen in den liberalen kapitalistischen Ländern davon sediert wurden, was Herbert Marcuse etwa als affirmative Kultur der Überflussgesellschaft bezeichnete, wuchs in den realkommunistischen Ländern mit geringer Auswahl der Wunsch nach mehr Vielfalt und Buntheit. In der kapitalistischen Warenwelt jedenfalls sind die Menschen konfrontiert mit einer Vielzahl von Möglichkeiten von der Politik über die Medien bis hin zu Waren und Dienstleistungen. Das kann mitunter dazu führen, aufgrund der Überforderung und des Zeitstresses keine Entscheidung zu treffen oder sich nach einem einfachen Kriterium für irgendetwas zu entscheiden, beispielsweise nach dem Preis, was wohl am einfachsten ist, weswegen Geiz eben geil ist. Choice overload nennt man das Problem oder auch Auswahl-Paradoxon. Das interessiert auch deswegen, weil der potenzielle Kunde aufgrund von zu viel Auswahl weniger kaufen oder den Kauf verschieben könnte, weil seine Kauflust schwindet oder er den Eindruck erhält, sich immer falsch zu entscheiden, wie wenn man in Stau steht und stets das Gefühl hat auf der falschen Spur zu fahren.

Content

Vgl.: http://www.heise.de/-4188191.

Field

Kognitionswissenschaft

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