Getting more and more choices to choose from for a product/service feels very empowering, doesn’t it? It feels liberating to have the freedom to pick what's best for you. The reality is not as rosy as it seems. The more options you have, the harder is the decision and tougher is the leap to make it final. Consumers are overloaded with information and led down unnecessarily confusing purchase paths.
More Is Less
Consumers today lead fast-paced and extremely hectic lives. There are too many decisions to be taken care of, and too many aspects to be considered to achieve the same. To put this into perspective, many studies report that the average number of conscious decisions made by an adult every day is more than 35,000. Renowned psychologist, Herbert A. Simon notes many consumers tend to be perfectionists and need to be assured that every purchase or decision made by them is the best. This creates a psychologically daunting task, which can become even more daunting as the number of options increases. Frustration is a common repercussion of the challenging task of decision making, rightly known as ‘Decision Fatigue’