1. Multi-dimensional choices View as slide show Is there a paradox of choices? Adapted from AdPrin.com

2. Is there a paradox of choice? Evidence No. A meta-analysis of 49 published and unpublished studies on the “too much choice effect” found that there is no general effect from the number of choices available (Scheibehenne, Greifeneder, and Todd 2010)Scheibehenne, Greifeneder, and Todd 2010 For a short summary, click here.click here

3. Some choice is good for customers That is obvious for consumers. It is also good for sellers because having choices changes the question from “whether” to buy to “which” to buy.

4. Experts like having many choices Ever heard of a wine expert complain that a store offered too many wines? But non-experts feel overwhelmed.

5. How can you satisfy poorly informed customer who face many multi-dimensional choices? ___ 1. Offer one choice ___ 2. Offer a few choices ___ 3. Offer many choices ___ 4. Offer many choices organized in uninformative categories. ___ 5. Offer many choices in informative categories See the next slide for the answer.

6. Findings The best solution comes from organizing things for customers, so they were most satisfied by #4 and #5 (they scored almost the same) ___ 4. Offer many choices organized in uninformative categories. ___ 5. Offer many choices in informative categories. But #5 helps to educate the customer, so it is best.

7. Conditions for choices When there are many substantive multi- dimensional options, organize them and provide guidance (1.3.3.) (Mogilner, Rudnick & Iyengar 2008)Mogilner, Rudnick & Iyengar 2008 They should be organized into meaningful groups of about 7 to 10 choices, and guidance should be given to uninformed shoppers. For a further discussion, see (Persuasive Advertising, p 35-39) 7

8. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, organize the choices your firm offers more clearly so that they can be easily understood and ensure that lists for customer selections do not exceed 10 items. Adapted from AdPrin.com