The impact of reducing choice on business and the search for the optimal number of choices

In the early 2000s Head and Shoulders, the anti-dandruff shampoo product, sold 26 variations of their shampoo. The thinking was, the more choice, the more sales.This made sense to almost everyone, except today’s guest. See, today’s guest, the world leading expert on choice told Proctor and Gamble, the company behind Head and Shoulders, to reduce the number of variations from 26 to 15. 

And when they did, sales increased by 10%. Find out why on today’s episode of Nudge, featuring the brilliant Sheena Iyengar. 

Sheena’s book Think Better: https://tinyurl.com/55atv59w

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