Choice seduces the modern consumer at every turn. Thanks to a mix of modern medicine, technology and social change, choice has expanded from the grocery shelf to areas that once had few or none.
Sometimes, too much of a good thing is just too much. There's an argument to be made concerning over-assortments of consumer products in one category after the other. What role should the company play when there is just too much for the customer to choose. Read on.
Sheena Iyengar studies how we make choices -- and how we feel about the choices we make. She talks about both trivial choices (Coke v. Pepsi) and profound ones, and shares her groundbreaking research that has uncovered some surprising attitudes about our decisions.
Sheena Iyengar, the S. T. Lee Professor of Business at Columbia Business School and author of the award-winning book The Art of Choosing, discusses the buying habits of shoppers faced with a small number of product choices vs. multiple choices.
Psychologist Barry Schwartz takes aim at a central tenet of western societies: freedom of choice. In Schwartz's estimation, choice has made us not freer but more paralyzed, not happier but more dissatisfied.
The theory that supermarkets confuse consumers into making wrong purchase choices by bringing out own-label goods with packaging that copies branded products. Opinions from leading experts highlight their opinion whether their 'trend' research matches their experience on ground.