Nudge Why too much choice is a bad thing
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Oct 23, 2023 Learn why reducing the number of choices can actually lead to higher sales, as demonstrated by the success of simplifying the Head & Shoulders shampoo variations. Explore Sheena Ainga's study on supermarket jams and its impact on intrinsic motivation. Discover the negative effects of too many choices on consumer behavior and decision-making. Find out how McDonald's doubled their sales by simplifying their menu and the quest to find the optimal number of choices for businesses. Explore the consequences of choice overload, from decreased decision-making likelihood to lower satisfaction, and how it impacts dating, relationships, and retirement savings.
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Head & Shoulders Success
- Head & Shoulders increased sales by 10% by reducing shampoo variations from 26 to 15.
- This contradicted the belief that more choice leads to more sales.
The Lego Study
- Sheena Iyengar's initial study on choice with children unintentionally revealed that less choice increased engagement.
- Children presented with many toys showed less interest than those given only Legos.
The Jam Study
- Iyengar's jam study showed more shoppers stopped at a display of 24 jams than 6 jams (60% vs 40%).
- However, purchase rates were significantly higher with fewer choices (30% vs 3%).