Re:Customers given too many choices are 10x less likely to buy
by Confusion on Sunday June 21, 2009 @05:07AM
(#667268)
Surgeon Atul Gawande found that 65% of people surveyed said if they were to get cancer, they’d want to choose their own treatment. Among people surveyed who really do have cancer, only 12% of patients want to choose their own treatment.
So, if you ask your customers if they want extensive choice, they will say they do – but they really don’t.
That's a huge non sequitur. Research on cancer treatment preference does not imply anything about 'amount of choice' preference. Not even when combined with research on 'number of sales' as dependent on 'amount of choice', because in that case no one was asked how much choice they preferred.
So, if you ask your customers if they want extensive choice, they will say they do – but they really don’t.
That's a huge non sequitur. Research on cancer treatment preference does not imply anything about 'amount of choice' preference. Not even when combined with research on 'number of sales' as dependent on 'amount of choice', because in that case no one was asked how much choice they preferred.