A Better Choosing Experience
When consumers are overwhelmed with options, marketers should give them what they really want: ways of shopping that lower the cognitive stress.
Content: Article | Authors: Kanika Agrawal, Sheena Iyengar | Source: strategy+business | Subjects: Customer Related, Marketing / Sales
Sheena Iyengar and Kanika Agrawal
Psychological studies have consistently shown that it’s very difficult to compare and contrast the attributes of more than about seven different things. When faced with the cognitive demands of choosing, people often become overwhelmed and frustrated. As a result, they may forgo the choice altogether, reach for the most familiar option, or make a decision that ultimately leaves them far less satisfied than they had … [ Read more ]
Content: Quotation | Authors: Kanika Agrawal, Sheena Iyengar | Source: strategy+business | Subjects: Customer Related, Marketing / Sales, Personality / Behavior
Sheena Iyengar and Kanika Agrawal
Don’t marketers have to give consumers what they want? Yes and no. We should give them what they really want, not what they say they want. When consumers say they want more choice, more often than not, they actually want a better choosing experience. They want to feel confident of their preferences and competent during the choosing process; they want to trust and enjoy their … [ Read more ]
Content: Quotation | Authors: Kanika Agrawal, Sheena Iyengar | Source: strategy+business | Subjects: Customer Related, Marketing / Sales
Sheena Iyengar and Kanika Agrawal
Through study and practice, experts in any field learn to simplify, categorize, and prioritize information, and to recognize patterns. This allows them to create order out of seeming chaos.
Content: Quotation | Authors: Kanika Agrawal, Sheena Iyengar | Source: strategy+business | Subject: Expertise