Paradox of choice
‘Too much choice can lead to paralysis and inaction’
In an episode of The Simpsons, Marge visits a new supermarket, Monstromart, whose advertising slogan is ‘where shopping is a baffling ordeal’!
In the famous jam experiment, consumers were found to be 10 times more likely to purchase jam on display when the number of different jams available was reduced from 24 to 6.
action
As an adviser, you can cut through much of the discomfort people face when confronted with too much choice by recommending a specific course of action. Other techniques include:
- Remind clients that there is a cooling off period (usually 30 days). This can take the pressure from clients who are anxious.
- Ask clients what advice they would give someone else. People are less emotionally engaged when making decisions for someone else.