"Enough Already" - The Paradox of Choice

David Wesley writes:

When product choice becomes overwhelming to customers, they become subject to the "paradox of choice." In the book, we discuss the phenomenon as it relates to game consoles, but it applies equally to peripherals, software, and other products.

Research has shown that even when faced with two choices, customers are often less willing to buy a product than if they only have one product available to them. Common wisdom holds that consumers are better off when they have more product choices to cater to their individual tastes and needs.

In reality, offering more choices could cause you to lose customers, resulting in declining sales for each product offered, and possibly for the product category as a whole.

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