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Choice Overload

Choice Overload


Choice overload refers to the phenomena that when people are presented with a large number of choices it can be debilitating and result in decision paralysis. Psychologist Barry Schwartz argues in The Paradox of Choice that more choice may not lead to more control, but rather if people get too much choice they can feel overwhelmed.

Although most research indicates that people respond positively to being offered some choice when faced with a decision. Be careful not to offer too many options. Furthermore, ensure you clearly communicate the main benefits of each option and how they differ from each other. Everything is relative and so a comparison of the different choices available will assist customers in making their decision.


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