Too much choice may mean less sales

Ms Naughty · 2006-05-24, 06:38 AM

Research has found that expontentially increasing people's choices actually makes them less inclined to buy.

http://www.abc.net.au/catalyst/stories/s1615006.htm
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Narration: The study found that when 24 jams were displayed, lots of people came to the table - but hardly anyone chose to buy.

Dr Jonica Newby, Reporter: OK, now we’re going to try just six jams.

Narration: When there were only 6 jams, fewer people visited the table, but amazingly ten times as many jams were sold.

(...)

One reason is the more choices we have – the more we regret the ones that got away.

Choosing from 6 jams means 5 are rejected. Choosing from 24 means losing out on 23.

Professor Barry Schwartz: We know from lots of research that losses feel more bad than gains feel good. So the loss involved in each of those ‘nos’ mounts up, and it takes all of the satisfaction out of the thing you end up choosing.

Narration: There is another reason. There’s simply a limit to how many choices our poor brain can handle.

- 6 or 7 items is the limit of our working memory.

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So, it may be that offering the surfer only one or two choices of paysite at any given time may make more sales than having a huge list.

I found this research interesting because it explains why I tend to spend hours wandering around the video store and leave without picking anything. I'm a "maximiser" |shocking|

2006-05-24, 06:38 AM	#1
Ms Naughty old enough to be Grandma Scrotum Join Date: Aug 2003 Location: Australia Posts: 1,408	Too much choice may mean less sales Research has found that expontentially increasing people's choices actually makes them less inclined to buy. http://www.abc.net.au/catalyst/stories/s1615006.htm ----------- Narration: The study found that when 24 jams were displayed, lots of people came to the table - but hardly anyone chose to buy. Dr Jonica Newby, Reporter: OK, now we’re going to try just six jams. Narration: When there were only 6 jams, fewer people visited the table, but amazingly ten times as many jams were sold. (...) One reason is the more choices we have – the more we regret the ones that got away. Choosing from 6 jams means 5 are rejected. Choosing from 24 means losing out on 23. Professor Barry Schwartz: We know from lots of research that losses feel more bad than gains feel good. So the loss involved in each of those ‘nos’ mounts up, and it takes all of the satisfaction out of the thing you end up choosing. Narration: There is another reason. There’s simply a limit to how many choices our poor brain can handle. - 6 or 7 items is the limit of our working memory. -------- So, it may be that offering the surfer only one or two choices of paysite at any given time may make more sales than having a huge list. I found this research interesting because it explains why I tend to spend hours wandering around the video store and leave without picking anything. I'm a "maximiser" \|shocking\| __________________ Promote Bright Desire