Maybe I'm too burnt, but I can't come with the answer to this. I don't mean Overchoice, but the concept of choices or options that are similarly validated by peers creating a friction to user.
To be more clear: let's say UserJohn has to pick between 3 options. These options have been voted (or liked or whatever) by their friends or social circles.
Now, Option 1 has 10 votes, Option 2 has 9 votes and Option 3 has 10 votes as well.
There's an obvious friction here since UserJohn will be faced with these scenarios:
- he won't be able to select a choice by their peer's approval
- his decision can tie a voting (if he chooses option 2) or he can define an election (choosing any of Option 1 or 3)
- whether or not his decision is known, UserJohn will feel a degree of pressure (to be determined)
I'm fully aware of Asch Paradigm and Conformity Experiments, but I don't think this paradigm fully embraces what I'm looking for. However, it seems to me it has to be a pretty common concept and it's just me losing something, so looking for any help
To help visualize how common this is, another user case: let's say as an user I want to buy a product at Amazon and after searching I get 2 or 2 very similar products, so I'm undecided based on the product specs/descriptions. Thus I decide to use social validation (number of votes in this case just to have an easy to measure and quantifiable dimension) and then I realize all the products I found all have the same amount of votes, making my choice really difficult.
This is something that happens thousands of times a day, so I'm sure it's really common (Note: I asked the UX Director for the biggest e-commerce store in my country/region and he acknowledged this common behavior happening many many times a day, but didn't have an exact name for it either, just vague terms such as friction and indecision)