What is Consumer Decision Making

Internet, especially through social Media these days have intruded into life of more than billion people over the globe and for youth it has become a vital tool for connecting and sharing information. It has a tremendous impact on how we think, feel and act and nolens-volens we all are a part of this cyberspace. It is often said that the emergence of cyberspace has fueled the growth of online retailing thereby providing customers with numerous choices, which in turn has improved their well being. How the emergence of cyberspace has crippled the control of consumers over their decisions and by making available too many choices confused the consumers is increasingly being debated. The freedom to choose certainly increases welfare, but there exists a threshold beyond which, any expansion in choice instead of bringing satisfaction and welfare, brings misery. It is simply because, when there are endless choices either the decision is withheld or taken by other, meaning the consumer is compelled to choose.