Reduction in Engagement –– more likely to delay or procrastinate making decisions.ĭecision Quality –– more likely to make worse decisions (medical, financial, etc.) There are three negative consequences to offering people more and more choice: Marketers should adopt the "less is more" mentality so as not to frustrate their customers who feel the exact opposite: more is less. As Iyengar writes in her book: "More choice leads to less satisfaction or fulfillment or happiness." good old-fashioned capitalism), it has wrongly encouraged big companies to increase their already robust offerings, thus stifling purchase decision-making. While the "individualistic" consumer trend has spawned new, niche products and promoted healthy business competition (i.e. Sheena Iyengar delivered a fascinating TED Talk in 2011 called The Art of Choosing – based on her book of the same name – in which she discussed how choice overload affects us even in very consequential decisions, and that "we choose not to choose, even when it goes against our best self interest." Earlier this year, we discussed the benefits of simplification to fight decision fatigue: a relatively new diagnosis for the mental torment one feels when faced with an overabundance of options.
0 kommentar(er)
