The Paradox of Choice

There's a great booka little old now, it's few years old, but i did reference it in marketing to the affluent. It's called the paradox of choice and basically makes the point that we reach the place where consumers have so many choices that they are paralyzed if they can't choose. A. Then the subsequent offers were easy to respond to. And you were really picking between only three choices. They actually now have a less beneficial environmentt than when they had fewer choices,. So it's important for us to make it easy for them to choose.