Less-is-better effect

The less-is-better effect is a cognitive bias where individuals may prefer fewer or simpler options over more abundant or complex ones, even if the latter offer a greater value or reward. This preference arises because the simpler option is perceived as more desirable when evaluated in isolation rather than in comparison to a set.

How it works

The less-is-better effect operates on the principle of context-dependent preferences. When evaluating options individually rather than in direct comparison, people tend to focus on attributes that are easy to evaluate. Thus, an option that may seem inferior in a direct comparison setting may become more attractive when considered standalone, due to simplicity or ease of understanding.

Examples

• A customer might choose a gift of lesser value, such as a $20 wool sweater, over a $45 silk scarf when shown separately, because the sweater seems more substantial independently.
• An individual might prefer a smaller portion of food on a visually appealing plate rather than a larger, messier portion on an unattractive plate.
• In marketing, a basic product with fewer features might outsell a more feature-rich competitor because it is perceived as easier to use.

Consequences

The less-is-better effect can lead to suboptimal decision-making. People might select choices that offer less value or lower utility because they prioritize simplicity or clarity over actual merit. In economic terms, this can lead to consumers undervaluing products or services that are more complex but ultimately more beneficial.

Counteracting

Encouraging side-by-side comparisons or emphasizing the added benefits of more complex choices can reduce the impact of this bias. Providing clear, detailed information that breaks down the value of complex options aids in more informed decision-making. Training individuals to focus on long-term benefits rather than immediate simplicity can also help mitigate this effect.

Critiques

Critics argue that the less-is-better effect oversimplifies decision-making processes by not accounting for external factors, such as emotional responses or the context of the choice environment. Additionally, some claim that it does not always translate across different cultures or socioeconomic backgrounds, where perceptions of value and simplicity may differ.

Fields of Impact

Also known as

Relevant Research

• Less is better: When low-value options are valued more highly than high-value options

  Hsee, C. K. (1998)

  Journal of Behavioral Decision Making, 11(2), 107-121

• General evaluability theory

  Hsee, C. K., & Zhang, J. (2010)

  Perspectives on Psychological Science, 5(4), 343-355