How does this tie into B2B, you ask? Simple. It reinforces the fact that the freedom to have many choices instead of fewer choices simply scares people (customers) and even repulses them.
Other psychologists have taken this freedom-aversion topic and expanded on it in a way more directly related to business and marketing.
Take Barry Schwartz’s book, The Paradox of Choice.
In the book, Schwartz, an American psychologist who publishes op-eds in the New York Times, makes the switzerland phone number librarycase that too many consumer choices actually cause anxiety in shoppers. Therefore, eliminating this excess of choices is actually good for the wellbeing of psychological health.
To understand more of Schwartz’s analysis on
the concept of choice, watch and listen to his TED Talk on the subject.
When solid, scientific research is telling you that more choices lead to fewer sales, then it’s definitely high time to stop whatever you’re doing and heed the results of such a study. In fact, there is such a study that’s been around for a while and has reached the heights of notoriety in marketing and psychology circles.
It’s called “When Choice Is Demotivating: e Too Much of a Good Thing?” Conducted by Sheena S. Iyengar from Columbia University and Mark R. Lepper from Stanford University, the study turns on its head the old misbelief that more choices are better. It shows that more choices result in fewer sales.
Here’s what went down:
Iyengar set up a free tasting booth within Draeger’s supermarket
hich is an upmarket grocery store that is well-kno ay, she had only six available at the booth.
At first, it seemed that the old, conventional wisdom was right. The experiment revealed that 60% of people stopped to sample the different flavors of jam on the Saturday when 24 flavors were offered. Conversely, just 40% of people stopped to sample the different flavors on the Saturday when just six flavors were on tap.
we just say that more choices lead to fewer sales? That’s right! When we look at the results a belgium numbers bit deeper, we can confirm that that’s exactly what ended up happening.But how can this b
Even though more people stopped to just sample the flavors at the booth when more choices why are we prone to lying? were available, fewer people actually bought from the booth that offered more choices. We’ll write that again: Fewer people actually bought from the booth that offered more choices.