The Paradox of Choice
Why More is Less by Barry Schwartz. More is less? I thought more is more! No, more is less. Consumers are morons, and they get confused by having to make decisions. Companies don’t help this, by giving them hundreds of different brands to choose from with dozens of sub categories. This book is about how companies should make it easier by not giving people the choice. It makes them stressed…apparently. If you only let them have a car in one colour they won’t be confused by what colour to choose. If you only let them have one engine size they won’t be confused by what engine size to get. This doesn’t work in practice, and people would probably get pissed off if things went back to the Henry Ford School of selling. But the book does give an excellent insight into consumer Psychology and the reasoning behind why we buy what we do.