Limited ChoiceOpen Access

Limited Choice

We’re more likely to decide when the options are sensibly restricted

Though some choice aids decision-making, too much of it leads to regret, deferral and lower satisfaction.

Chernev, Böckenholt & Goodman (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333-358.

The study

Setup

Setup

249 supermarket customers were invited to one of two tables, displaying either 24 jams or 6 jams. They were then asked how attractive the jams were and observed as to whether they bought one.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

Results

The results found that though customers considered the 24 jams more attractive, they were far more likely to buy when there were only 6 jams to choose from.

Study graph
np_read_2490885_000000

Chernev, Böckenholt & Goodman (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333-358.

Key Takeaways

1
1

Reduce choice difficulty. If customers are time-poor, reduce the number of dimensions along which your products are compared. Present choices in an organised, non-random order, especially with visual layouts. 

Takeaway image
2
2

Tidy up choice relationships. Highlight one dominant option, align the attributes along which products are compared, and eliminate products from your range that overly complement each other to decrease deferral and increase purchase likelihood.

Takeaway image
3
3

Adapt to product expertise. Who is your audience? To what extent can they weigh up the benefits of each possible choice? Experts prefer more choice and the lesser-informed crave less.

Takeaway image
4
4

Build around intent & focus. Intent: are they buying or merely browsing? If browsing, they’re not making a decision, and are less likely to feel overloaded. Focus: a single purchase or a bundle? Bundlers want more options, but Singles want fewer.

Takeaway image

Build around intent & focus. Intent: are they buying or merely browsing? If browsing, they’re not making a decision, and are less likely to feel overloaded. Focus: a single purchase or a bundle? Bundlers want more options, but Singles want fewer.

Takeaway image
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Limited Choice

Limited Choice

We’re more likely to decide when the options are sensibly restricted

Though some choice aids decision-making, too much of it leads to regret, deferral and lower satisfaction.

The study

Setup

249 supermarket customers were invited to one of two tables, displaying either 24 jams or 6 jams. They were then asked how attractive the jams were and observed as to whether they bought one.

Results

The results found that though customers considered the 24 jams more attractive, they were far more likely to buy when there were only 6 jams to choose from.

study graph
np_read_2490885_000000

In detail

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A loss hurts more than an equal gain feels good

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