How Too Few Choices Impact Brand Success
October 12, 20226 min
Recently, an article appeared in the journal Behavioral Scientist. The authors looked at choice. But, unlike the majority of choice studies that focus on choice overload (too many options), the authors focused on choice deprivation (too few options). The result of their study among 7,400 respondents across six categories and six countries was that “… choice deprivation, not choice overload, is the most common consumer experience…” and a more consequential problem.
