21 Jun 2011
Direct Response TV
Tim Dean, Resident Thinker
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The logic is straight forward: some choice is good, therefore more choice is better. But there’s a point at which too much choice can be crippling.
There are ample studies that have shown if we’re offered a constrained list of options, we make our choices more readily, with greater confidence and less buyers’ remorse. Give us a wider range of options and instead of being greeted with woots of joy, we pause, second guess and eventually buckle under uncertainty.