The paradox of choice suggests that while having many options seems reasonable, it can actually make shopping harder and less satisfying for consumers, leading to decision fatigue.
Iyengar and Lepper's experiment revealed that consumers are more likely to buy when faced with fewer choices, contradicting the belief that more options equate to higher sales.
Consumers today face choice overload online, resulting in longer decision times, abandonment of purchases, diminished satisfaction, and later regrets, highlighting the need for better decision-making support.
The experimentation conducted at a grocery store demonstrated how the presence of more choices can paralyze decision-making, ultimately showing that quality over quantity leads to better purchasing outcomes.
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