Enough Already

Researchers in behavioural economics have known for some time that giving consumers more choice may actually reduce their willingness to buy. Recent research confirms this insight, and suggests that for some marketers 'less is more' may well be the key to sales success.

Furthermore, research in Sweden has shown that women take much longer than men about making their mind up when searching for bargains, but often to the detriment of getting the best deal (no comment!) So less choice and less time to choose might be the surprise new marketing strategy when targeting hassled consumers ...