Saturday, March 5, 2011

How many choices?

Buying toothpaste used to be a whole lot easier. Maybe 3 to 4 brands and a couple of sizes to choose from.

This shelf has nearly 20 choices, all from one brand.

Not shown is an equally large selection for the other top brand... and then additional shelf space for the smaller brands.

Is this much choice really needed?


  1. Denise said...
    In 2004, Barry Schwartz wrote a book titled, The Paradox of Choice - Why More Is Less." In the book, Schwartz argues that eliminating consumer choices can greatly reduce anxiety for shoppers.

    There are many times that I stand before a store display, almost paralyzed, because I can't decide between the various products. Do I have chest congestion, cough, sinus, dry cough, productive cough, post-nasal drip, headache, and on and on.

    The result is that I probably make poorer choices than if I only had two or three things to chose from.

  2. Is this much choice really needed?

    What are you, a Communist? ;-)