30% purchased when there were just 6 options Have you ever been to a Chinese restaurant and decided not to order from the menu because it is too long and there are too many options to choose from? I suspect we all have. Most of us feel more comfortable in a restaurant that offers a […]

30% purchased when there were just 6 options Have you ever been to a Chinese restaurant and decided not to order from the menu because it is too long and there are too many options to choose from? I suspect we all have. Most of us feel more comfortable in a restaurant that offers a limited but interesting choice. Indeed, in so many areas of our lives in 2020, we suffer from ‘decision fatigue’. This is often the case with telephone contracts and health insurance policies – where comparisons are very difficult, indeed.A study entitled – ‘The Art of Choosing’ published in 1995, looked at two purchase options: Choosing from 6 varieties of jam in a supermarket Choosing from 24 varieties of jam in a supermarket The outcomes of the study included the following: 6 options – 40% of people stopped and 30% of people purchased 24 options – 60%…