Jars of Jam study
If you’ve read our ebook, you know how much we love this study. As consumers, we love the idea of an infinite shelf with infinite number of product options, but that is in theory. The reality is that consumers likelihood to make a choice diminishes with every option.
It’s like hopping on Netflix to find a quick show to watch, and suddenly you find you’ve been trying to choose for the length of a feature film.
“That study raised the hypothesis that the presence of choice might be appealing as a theory, but in reality, people might find more and more choice to actually be debilitating. But Benjamin Scheibehenne, a research scientist at the University of Basel in Switzerland, said it might be too simple to conclude that too many choices are bad, just as it is wrong to assume that more choices are always better. It can depend on what information we’re being given as we make those choices, the type of expertise we have to rely on and how much importance we ascribe to each choice.”
One of the problems consumers face in narrowing their options is the lack of ownership experience that is readily available. Brands are getting increasingly better at marketing what a product is, but fail to address how it will apply to real-world application. Placing advocates behind those conversations not only provides peer-level trust, it also brings ownership experience and expertise to that conversation.
“One problem, he said, is separating the concept of choice overload from information overload…. how much are people affected by the number of choices and “how much from the lack of information or any prior understanding of the options?
Research also shows that an excess of choices often leads us to be less, not more, satisfied once we actually decide. There’s often that nagging feeling we could have done better.”
In fact 33% of customers do remorse research to confirm they have made the right decision or to find the right product because the one the bought wasn’t the correct one.
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