choice overload effect
A phenomenon that causes decision-making to be impaired by too many choices.
Endless aisles of groceries and garments suggest shoppers love options. But when faced with making a choice, your brain believes less is more.
More choices means more decisions, and making decisions uses up mental energy – of which we have a limited supply. Our brain avoids total depletion by urging us to delay the process…and many of us give up altogether (Analysis Paralysis).
Netflix responded to this challenge with their Play Something option - perhaps saving many marriages in the process.
Net net, when confronted with a huge consideration set, our brain presses pause.
SO WHAT
When given more options to choose from, consumers struggle to decide, are less satisfied with their selection, and are more likely to experience regret.
NOW WHAT
Guide consumers (or clients!) through one small decision at a time.
Identify drop off points in your customer journey and analyze whether choice overload is the culprit.
Re-evaluate landing pages and ensure they showcase only a short selection of relevant products and solutions.
AUDIENCE IMPLICATION
Humans want choice, just not too much. To simplify their decision process, first understand and remove what is irrelevant to their lifestyle, their needs, and their preferences.
Sources / Additional Reading
https://liveinnovation.org/understanding-the-concept-of-choice-overload/
https://thedecisionlab.com/biases/choice-overload-bias
mAY YOUR CHOICES REFLECT YOUR HOPES, NOT YOUR FEARS.
NELSON MANDELA