The Paradox of Choice in Marketing: Fewer Options, More Sales
“A confused customer buys nothing.” This old marketing maxim holds true in the data: when people are overwhelmed or confused by too many options, they often make no choice at all. In marketing psychology, this is known as choice overload or the paradox of choice. The human brain has a limited capacity for decision-making, and too many options create friction leading the potential buyer to abandon the decision. In practical terms, simplifying your offerings and messaging can dramatically improve customer response. Too Many Options, No Decision (The Paradox of Choice) One of the most famous demonstrations of choice overload is