Too Much Choice

Following on from my post yesterday I thought I’d go into a bit more detail on the problem of choice, from a consumer perspective. Choice is attractive.  Tell people that you have lots of alternatives and, for the most part, they will be more inclined to come to you.  From this perspective more choice is better. But that’s not the whole story. Once consumers arrive and are required to actually make a choice, more options can lead to confusion (congnitive dissonance).  That confusion can take several forms: Difficulty choosing between similar options. Difficulty selecting any one option as the better. Confusion over which product variable or attribute to attach most importance to. Anxiety about how they will feel about a choice they’re inclined towards, knowing that a particular (and also attractive) alternative was available at the time they chose. Customers may simply run out of energy (studies show cognitive processes burn […]