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Psychological rule(2)

The rule of Shochikubai

"The rule of Shochikubai" is one of the visual methods mainly used for purchasing products. The rule is that when humans are presented with three products with different values, many people think that the middle option is safe and choose it.

If you remember this rule in the scene of choosing one from three products, you will be able to make a decision without being influenced by the seller's wishes.

Sometimes this rule is applied on a Web site to place the item you want the user to select in the middle.

The rule of Shochikubai

Questionnaire Results

The pie chart below shows the results of a survey of our students. The middle option was the most popular, but there was not much difference between the other options.

The results show that The rule of Shochikubai works even better when the prices are set more precisely.


The rule of avoiding decisions

"The rule of avoiding decisions" states that when humans are presented with too many choices, they often refuse to narrow it down to one.

Sheena Iyengar, a university professor, conducted an experiment to determine the purchase rate of 6 jam and 24 different kinds of jam in a store.

The results showed that those who bought 6 types of jam were overwhelmingly more likely to buy them than those who bought 24 types. This result means that when buying something, if there are too many options, people are more likely to hesitate because they don't know which one to choose.


Based on the results of this experiment, it is recommended to keep the number of options on the website as small as possible, and if there are too many, to split the questions into several parts so that the reader can continue to answer the questions without feeling uncomfortable. This technique is often used in questionnaires and surveys.