400 delivers more choice than 600 Choices involved decisions and decisions create uncertainty. When there is uncertainty, human decision making slows and becomes more difficult. Making decisions easier reduces uncertainty and can have the effect of not only decreasing decision making time – but also increasing consistency and satisfaction. There are a numerous ways to […]

400 delivers more choice than 600 Choices involved decisions and decisions create uncertainty. When there is uncertainty, human decision making slows and becomes more difficult. Making decisions easier reduces uncertainty and can have the effect of not only decreasing decision making time – but also increasing consistency and satisfaction. There are a numerous ways to make decision making easier, with three of them being – making it concrete, setting a deadline and categorising products. The first two were addressed in previous blogs. The third is addressed here. Consider two scenarios: 600 magazines divided into 10 categories 400 magazines divided into 20 categories   Consumers consistently consider the second of these two options to: Offer more choice and as such create a greater sense of control Make choice easier and deliver a higher level of customer satisfaction   Research has demonstrated time and again that creating more discrete categories of a…