We all change our minds. Or, more specifically anguish over this option, that option and other possible option we could have made.
Rereading a restaurant’s menu post-order, you’ll undoubtedly find something you want more than the meal you’ve already staked your evening's enjoyment and wallet on. You regret you didn’t order it as yours arrives at the table. You think of how great the other meal would have been.1
This same anguish is felt across all the choices we make... and don’t make.
The closure effect originated in physical retail environments. The same effects can carry across to digital and service environments. By actively getting people to close a form, interface or menu directly after they have made their choice, you can also close the choice they made.
It’s especially useful when you present a large number of options. Helping to overcome any limiting effects of the Paradox of Choice.
Read paper: Zeelenberg, M. Anticipated Regret, Expected Feedback, and Behavioral Decision Making
Read paper: Lee, Y. Chen, A. Designing Interfaces to Induce Choice Closure: Why and How
1. Zeelenberg, Marcel (1999), Anticipated Regret, Expected Feedback, and Behavioral Decision Making, Journal of Behavioral Decision Making, 12 (2), 93–106.
2. Small, R. V., and Venkatesh, M. (1995). The Impact of Closure on Satisfaction with Group Decision Making.
3. Gu, Y., Botti, S., and Faro, D. (2013). Turning the Page: The Impact of Choice Closure on Satisfaction, Journal of Consumer Research (40:2), pp. 268–283.