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It is no secret that as human beings we like to exercise our freedom of choice. Having a choice is important because it helps us express our identity and allows us to consume what we love according to our personal preferences. Whether we choose what to wear, which TV show to watch, or to choose what to do over the weekend - we tend to decide our own life choices.

In many cultures, freedom and autonomy are considered crucial to our well-being. Having the ability to do what we want, when we want and have the ability to make constant choices is what is considered a necessary prerequisite for a quality life. That is why supermarkets are full of many variations of similar products. We think the more choices we have, the better. But the relationship between choice and psychological well-being is not that simple. Having too many opportunities can often be counterproductive. It is on this basis that an idea called the paradox of choice arose.


What is the paradox of choice?

The paradox of choice, popularized by a psychologist Barry Schwartz in the 2004 book, is the theory that multiple options or choices make it difficult for people to make a decision, potentially harming their well-being in the process.

The theory has been tested and analyzed in many different ways over time. Perhaps the most popular experiment, when it comes to business, involves samples of jam of different tastes in the supermarket.

In this experiment, researchers arranged free samples of one brand of jam and asked people to try different flavors. There were 6 different flavors in one scenario. And in the second there were 24 of them.


Sometimes less is more

The traditional thinking would be that more options are better, because consumers can choose the one that best suits their taste and affinities. However, the results of the study showed that something quite the opposite happened. Although more people tried the jam when they were presented with 24 flavors compared to 6, many fewer ended up buying this product.

And so the choice paradox suggests that there is a point where offering too many opportunities makes it difficult to make a decision and then consumers may not make a decision to buy the product at all.

Making a decision involves knowing what you want (what you need), understanding the options available, and then making a compromise between the options available. It makes sense that the more information we have, the longer it takes to analyze it, consider it, think about it, and thus extend the time of decision making. Choosing between two options is really faster than choosing between ten options.

However, studies from the following period have shown the opposite results, that on certain occasions consumers prefer more choice, and that having more different options actually expands the market for certain products. It is widely accepted today that the choice paradox can be applied in some cases and not in others.

The choice has positive benefits that must not be forgotten. With the choice comes a wider audience and the ability to appeal to a more diverse user base. This in turn can help brands grow and give customers an incentive to make decisions.


How do you know when the choice paradox works?

It is your job to discover what that is and to bring it about. Do you think you might be offering too many different options? Perform a split test in which you will omit something from the offer and see if it helps the conversion rate. Consider simplifying your decision by combining multiple options with each other and limiting your choices as much as possible. Consumer research, ie. target audience and on-site testing can help you determine if there is room to create new options to sell.

We may not always have control over how many options will be presented, but we do have control over knowing how the target audience will react and control the decision-making process. Although the experience of over-selection can be overwhelming, it is feasible when a more structured approach to decision-making is used.

When we talk about this phenomenon, retailers will have to consider how best to help the consumer in choosing, categorizing, tagging products and making it as easy to search as possible. website site. Test the optimal number of products that best supports the ability to make a purchase decision. Limit A kind request and define one goal per communication. Communicate with customers immediately after they have made a purchase in order to rationalize their choice.


And let your choice for the latest news and educational texts in the field of digital marketing will be the sides of our blog.

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