Crippled by Choice
A very brief experience yesterday reminded me of a concept I read ages ago. The experience went like this: I was in a cafe looking at a new product (new to me anyway). It was unusual 'Hedgerow' cordials offered in about eight different flavours. I was tempted to buy a bottle but my indecision over which flavour would give me the most enjoyment meant I didn't buy anything. I was literally crippled into doing nothing by choice. Now that is ridiculous! However, there is researched theory that shows this is quite typical behaviour and retailers 'in the know' play this to their advantage. O.K. If you went into a restaurant and had to decide which of the following flavoured ice cream you were going to choose - which would you choose? Now imagine the same restaurant offered you this choice, which would you choose? Was choosing from eighteen or three different flavours easier? We tend to live under the impression that the more choice we have the happier we will be. There is...