30% of consumers purchased

THERE IS NO DIRECT CORRELATION BETWEEN CHOICE AND PURCHASE BEHAVIOUR A study at Columbia University found that when confronted with a selection of 6 jams, 30% made a purchase, whereas when presented with 24 jams only 3% made a purchase. While contrary to much conventional wisdom and the behaviour of many supermarkets this finding is […]

THERE IS NO DIRECT CORRELATION BETWEEN CHOICE AND PURCHASE BEHAVIOUR A study at Columbia University found that when confronted with a selection of 6 jams, 30% made a purchase, whereas when presented with 24 jams only 3% made a purchase. While contrary to much conventional wisdom and the behaviour of many supermarkets this finding is entirely consistent with that of many other studies. I would argue that it is also consistent with our personal experiences. I would argue that most of us: Prefer a menu with half a dozen options for each course that a Chinese restaurant style of menu with countless choices. Get confused when presented with a plethora of health insurance options – in part explaining the growth in online services making the comparisons for you. When seeking a partner would prefer a small number of high probability options ahead of an unlimited number of options about which…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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