When it comes to retail, is less really more? The Art of Choosing author and Columbia Business School professor Dr. Sheena Iyengar thinks so.
In an interview with Pulse, the official trade publication of the International SPA Association, she pointed out that too much choice could lead to overload and, in the process, overwhelm consumers. As a result, they avoid buying.
In her “jam experiment,” wherein consumers were given a variety of either six or 24 flavors of jam in a tasting booth inside an upscale supermarket, she discovered that, while consumers are drawn to more choices, they are more likely to buy when presented with fewer options. “The more choices consumers have, the more likely they are to disengage in the choosing process,” says Iyengar.
So, the big question is, how do you create a perception of abundance without overwhelming consumers with too many choices? Continue Reading….