I came across an interesting concept that is directly applicable to anyone involved in marketing or product development. It’s all about choice, and how it can impact your brand or product negatively if not considered in its entirety.
Stanford University Jam Study on Consumer Choice
The paradox of choice comes from a famous Stanford University jam study. When people were provided with six flavours, they were very satisfied with their purchase. When presented with 20 types, they were less satisfied with their purchase decisions.
I knew that marmalade jam was evil and should be eradicated from the shelves!
This concept is not only applicable to tangible goods, such as the condiments you choose to spice up your breakfast each morning, but also too websites and online media.
Limit the amount of choices on your home page to your best sellers. Try featuring six items or less. Your visitors will stay longer. And your customers will be more satisfied with their decisions.
If this concept is of interest to you, you should also check out these links from some further info:
http://www.columbia.edu/~ss957/whenchoice.html
http://www.apa.org/monitor/jun04/toomany.html
http://www.csmonitor.com/2007/0214/p09s01-coop.html
If you’d like a meatier read, Winning At Retail explains this topic at great length.
For a free sneak peak of this book, you can read a few handy snippets here at Winning at Retail on Google Books.
For anyone involved in the promotion and sales of products, I highly recommend purchasing the Winning At Retail book. There’s a link below to buy it from Amazon if you happen to be an Amazon geek like me (buying books these days has become all too easy when you don’t even have to step away from your PC).
Link to this pageNo related posts.
