The power of CHOICE It is a common misconception that the more choice we give people the better. The fact is however, the research suggest that this is far from being the truth. Consider for example when you go to a Chinese restaurant and there is 700 options on the menu. Does this enhance your experience? No! […]

The power of CHOICE It is a common misconception that the more choice we give people the better. The fact is however, the research suggest that this is far from being the truth. Consider for example when you go to a Chinese restaurant and there is 700 options on the menu. Does this enhance your experience? No! If anything it is confusing. The experience in a restaurant that has 7- 10 is generally much better. Indeed, in the 1950’s Psychologist George Miller found in his research that 7 choices is close to optimal. This is the number of choices people who are not experts can deal with efficiently. More recent research has suggested that having more than 7 choices: – Slows down and even delays the decision making process – Leads to worse choices – Increases the likelihood of the decision maker not being satisfied Experts can handle more choices because they…