The Paradox of Choice
Why giving people too many options makes them walk away.
“More is better” is an illusion. Marketers love to expand. We want more SKUs, more pricing tiers, more options, more CTAs. The logic feels safe: if we offer something for everyone, we’ll win more customers. But behavioral research says the opposite: the more choices you give, the less likely people are to choose at all.
The Science
Psychologists Sheena I…
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