WHILE CONSUMERS AVOID CHANGE THEY WANT VARIETY In my last article I addressed the attraction to certainty and the lengths they will go to in order to avoid uncertainty. In a number of prior articles I addressed the merits of limiting choice as a strategy for increasing initial and repeat sales. In this article I […]

WHILE CONSUMERS AVOID CHANGE THEY WANT VARIETY In my last article I addressed the attraction to certainty and the lengths they will go to in order to avoid uncertainty. In a number of prior articles I addressed the merits of limiting choice as a strategy for increasing initial and repeat sales. In this article I will address the need for variety a need that might seem to fly in the face of the need for certainty and less choice. Hopefully it will become clear that there is no conflict here. Consumers do want the certainty that comes from knowing that a product will deliver to expectation. They also want variety in terms of the range of products available. Consumers do not need unlimited choice, but they do want options. Consider for example, when you are away on holidays spending you evenings eating out. You want a variety of restaurants some…