Paradox of choice

An experience whilst shopping for jeans, inspired Barry Schwartz to explore the concept of 'choice' and it's effect on consumer satisfaction.

In brief, he concludes that consumers are less content with their purchases, and with life in general, due to the plethora of choices that they are forced to make. The implication being, that if you are not happy with your choice, as a consumer, you feel it is your fault. You could have done better - you should have made a better choice. Ironically though, society still lauds 'choice' as a positive thing. People go to stores because they have a large selection, or wide range.

The result of this disconnect, he reports, is that the likelihood of people to participate in / act on something is directly proportional to the number of decisions that they have to make in order to take part, whether it be buying a product or opting in to a service. The more choice, the less the response.

From an action point of view, does this mean that a product has to give the impression of giving consumer choice, but in actual fact, make the decision for them? If this is the case, then it suggests that branding is as important as ever. Also, any assistance in store is invaluable, supporting the strong role that BTL still has.

Although a consumer might think they appreciate the full range of sauces in the supermarket, they're only ever going to leave with Heinz Ketchup.

Ed