Monday, February 20, 2017

The Choice Paradox

This week's ICV2 column looks at the choice paradox. With hundreds of board games, comics and RPGs to choose from, why do consumers keep going back to the sam small select group? A classic example of choice research with jam indicated that people really don't like to  make choices. Sales of jam went up when consumers were offered a smaller selection of jams from which to choose than when they were offered a selection 4 times as large.

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