Can people have too much choice?
All range planners should read this article !!!
Barry Schwartz - The Paradox of Choice - http://www.changethis.com/13.ParadoxOfChoice
Here's an excerpt:
"When people have no choice, life is almost unbearable. As the number of available choices increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings is powerful and positive. But as the number of choices keeps growing, negative aspects of having a multitude of options begin to appear. As the number of choices grows further, the negatives escalate until we become overloaded. At this point, choice no longer liberates, but debilitates. It might even be said to tyrannize."
How many of your options are duplicating something else in the range, or confusing your customers?
Barry Schwartz - The Paradox of Choice - http://www.changethis.com/13.ParadoxOfChoice
Here's an excerpt:
"When people have no choice, life is almost unbearable. As the number of available choices increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings is powerful and positive. But as the number of choices keeps growing, negative aspects of having a multitude of options begin to appear. As the number of choices grows further, the negatives escalate until we become overloaded. At this point, choice no longer liberates, but debilitates. It might even be said to tyrannize."
How many of your options are duplicating something else in the range, or confusing your customers?
posted by John Hobson at 12:37 pm
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