Whilst the idea that more choice is a ‘bad thing’ can feel counter-intuitive at times, it’s not hard to demonstrate.

Imagine that you had to select a blog from a selection of twenty or so to follow for the next year, but that you could only choose one.  You’d better pick well because you’re going to be stuck with it for a while! 

And don’t dwell too long on what you might be missing out on from the others that you don’t choose!

On the other hand, what if there were just three to choose from?  The chances are that even if you liked two you would find that selection process far, far easier.

The key issues affecting consumers (and anyone else) when making a choice from a number of alternatives are:

  • The absolute number of alternatives: however simple the choice, having to screen and mentally juggle a large number of items is taxing (and the fear you might have over-looked a good one nags away at you).
  • The amount of data available for each choice: it’s one thing to choose between ten items that have one distinguishing variable (for instance, twelve identical pencils each with a different hardness of lead).  It’s quite another to choose between twelve computers with varying specifications of hard drive capacity, processor speed, RAM, graphics card and  auxiliary connectivity.
  • The density of the choices: one of the reasons that choosing from three is easier is that, the chances are, those options are going to spaced further apart (or at least one of them will be).  In most cases the more choices you add in the more you close the gaps between the options available.

And here’s a funny thing.  In some cases you can reduce the options available and people will perceive that the range on offer is actually bigger (because now they can take in the range in its entirety).

Offering a customer a large number of choices is inherently risky!

Philip Graves

21 Comments

  2. John Ho

    HiPhil,

    Human brain is like a computer. If you open too many applications at the same time, it’ll be over demanding on the computer’s resources and this will slow down the processign or even crash the system.

    So too many choices means the human brain needs to work extra hard until it simply malfunctions.

    We can handle simultaneously 7 items (+/- 2 more) in our brain. Beyond that quantity, it becomes fussy and confusing

    John Ho
    Understanding Personalities for Better Influence & Persuasion

    reply to comment→
  4. Rob Northrup

    Philip,

    Buying a computer makes my head hurt. I settled on Dell a long time back and I want one with the 17″ screen so that pretty much makes it easy. Then I just put in the amount of the various things I want (RAM, HD size, etc). This is a case where infinite choice is divided into customizable small decisions…

    Like buying a new car.

    Seize the Day,
    Rob
    Personal Asset Protection For Small Business Owners
    Have You Covered Your Assets?

    reply to comment→
  8. Pam Schulz

    Philip,

    I never have really given much thought about giving people the optimum number of options. Intuitively, what you say makes sense too many = being overwhelmed and too few = feeling as though you have no choice. Interesting!

    Thanks!
    Pam

    reply to comment→
  10. Lynn Lane

    That is my idea behind the martial art of Kenpo Karate. Many systems of martial arts have many many techniques, too many.

    Students go into brain overload and just quit. Or they find themselves in a situation when they need it and just freeze because thier brain stops.

    Less is better at times.

    BTW people that buy tattoos must think different. Have you ever been in a tattoo shop? 🙂

    Lynn Lane
    http://www.Warriorofsuccess.com

    reply to comment→
  11. April Braswell

    too many choices indeed just lead to brain overwhelm.
    We must START with SOME criteria.
    for my work as Dating and Relationship Coach, I highly recommend dating a LOT to fine tune and TEST our relationship and partner criteria. Often we THINK we want one thing. test drive it. then you can KNOW, yes, this fits into what I want in life.

    Or like those mansions we thought we wanted and then consider the upkeep, suddenly, the condo or townhouse looks SO much more appealing upon deeper consideration. So it is with dating and romantic relationships.

    All the best,

    April Braswell
    Online Dating Coach, Dating Expert

    reply to comment→
  14. Don Shepherd

    Being overwhelmed with choices can cause you to get fixated on one item even if it is inferior. Even something as simple as choosing a cold drink at the convenience store becomes a chore due to too many choices.

    Don

    Donshepherd.me

    reply to comment→
    1. admin

      There’s a difference between fast moving innovative product areas and the number of products that are offered. In the case of electronics the former drives the latter but that doesn’t make it the optimum strategy. There are lots of things that people and companies do that make sense to them rationally, but no sense in the context of how consumers are actually influenced in their behaviour. Some people really struggle to reconcile the demonstrable science with their own rational perspective – that’s a reflection of the issue itself! Does that make sense?

      reply to comment→

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