The answer to this question is more complex than many might think. I am certainly interested in your views. Extensive research has shown that limited choice enhances the purchase experience and too much choice detracts from the purchase experience and the outcomes for the organisation offering the choices. Indeed, this has been reflected in the recent […]

The answer to this question is more complex than many might think. I am certainly interested in your views. Extensive research has shown that limited choice enhances the purchase experience and too much choice detracts from the purchase experience and the outcomes for the organisation offering the choices. Indeed, this has been reflected in the recent behaviour of our supermarket chains who are offering less choice in key categories, with the result being lower costs and higher sales. George Miller working at Harvard in the 1950’s found in his research that around 7 is the optimal number of choices. He found that unless the individual was an expert on the particular category of purchase, going much beyond 7 options detracts from the purchase experience and financial returns. Subsequent research has shown that there are three concerning outcomes of too much choice. They are: – Delays in decision making – Worse choices…