Choices vs. Chaos
http://www.refresher.com/mindfulnetwork/articlelive/articles/617/1/Choices-vs-Chaos/Page1.html
Jim Stovall
Jim
Stovall is the president of Narrative Television Network, as well as a
published author of many books including The Ultimate Gift. He is also a
columnist and motivational speaker. He may be reached at 5840 South Memorial Drive, Suite 312, Tulsa,
OK 74145-9082,
or by e-mail at Jim@JimStovall.com By Jim Stovall
Published on 07/30/2010
Most consumers would agree that choices are good when we are making buying decisions; therefore, we would assume the more choices we have, the better we feel. This is simply not the case. Recent studies have shown that consumers prefer a few choices over only having one item to consider. Too many choices, on the other hand, gives them the feeling of being overwhelmed, and they are paralyzed in their buying decision.
Winners' Wisdom
Most consumers would agree that choices are good when we are making buying decisions; therefore, we would assume the more choices we have, the better we feel. This is simply not the case. Recent studies have shown that consumers prefer a few choices over only having one item to consider. Too many choices, on the other hand, gives them the feeling of being overwhelmed, and they are paralyzed in their buying decision.
A national food wholesaler recently conducted a nationwide survey of customers buying jam as they shopped in their local grocery store. The study determined that if there were only one flavor or brand of jam, the customers felt there was not enough selection, and they were dissatisfied with the shopping experience. When there were six different selections, the customers felt satisfied with the variety and confidently selected the item they would purchase; however, when there were 26 different flavors and brands of jam offered to grocery-shopping customers, they were overwhelmed. Many reported the shopping experience to be cluttered, chaotic, and disorganized.
Many businesses spend a lot of time and money offering a myriad of selections in the hope of luring new customers. In reality, they may be driving away the business they are trying to attract.
Our mind does not compare groups of options. Our brain compares one thing to another. When there are only a handful of choices, it is quick and simple to run through the options, select the one we initially think is best, and then compare and contrast it to the other choices. If there are far too many choices, this system breaks down in our mind, and we are unable to compare one item at a time. We are simply confronted with a chaotic collection of choices that makes us step back and reconsider the entire process.
Recently, I was speaking with a successful restaurant owner. He had purchased a failing steakhouse and revamped their menu. The unsuccessful operation had 21 different steaks available on their menu. The new owner, being a successful and experienced restaurant manager, knew that there were too many choices. He immediately eliminated two-thirds of the steaks on the menu, leaving only seven options for diners. He now has a thriving business where his customers can comfortably and easily select their meal without feeling overwhelmed by the options.
As you go through your day today, remember that people like choices, but they reject clutter and chaos.
Today’s the day!
A national food wholesaler recently conducted a nationwide survey of customers buying jam as they shopped in their local grocery store. The study determined that if there were only one flavor or brand of jam, the customers felt there was not enough selection, and they were dissatisfied with the shopping experience. When there were six different selections, the customers felt satisfied with the variety and confidently selected the item they would purchase; however, when there were 26 different flavors and brands of jam offered to grocery-shopping customers, they were overwhelmed. Many reported the shopping experience to be cluttered, chaotic, and disorganized.
Many businesses spend a lot of time and money offering a myriad of selections in the hope of luring new customers. In reality, they may be driving away the business they are trying to attract.
Our mind does not compare groups of options. Our brain compares one thing to another. When there are only a handful of choices, it is quick and simple to run through the options, select the one we initially think is best, and then compare and contrast it to the other choices. If there are far too many choices, this system breaks down in our mind, and we are unable to compare one item at a time. We are simply confronted with a chaotic collection of choices that makes us step back and reconsider the entire process.
Recently, I was speaking with a successful restaurant owner. He had purchased a failing steakhouse and revamped their menu. The unsuccessful operation had 21 different steaks available on their menu. The new owner, being a successful and experienced restaurant manager, knew that there were too many choices. He immediately eliminated two-thirds of the steaks on the menu, leaving only seven options for diners. He now has a thriving business where his customers can comfortably and easily select their meal without feeling overwhelmed by the options.
As you go through your day today, remember that people like choices, but they reject clutter and chaos.
Today’s the day!