Strange things happen when we have choices to make

Posted on May 17, 2011

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An abundance of choice can quite often lead to inertia and/or paralysis.  And so optimizing choice and helping narrrow the choice have become key tools for businesses and brands today.  The now quite famous supermarket jam experiment (see separate post) conducted by academics from Stamford and Columbia Universities kicked off the thinking that consumer decison behaviour is far from rational.

The rise and rise of behavioural ecomonics and more recently “behaviour marketing” has made decision design a critical component of brand strategy.