![]() ![]() Of course, there are those special humans whose brains are hardwired for hours of searching for the perfect buy, but Schwartz is obviously not addressing you people. When we settle for mediocrity, we still envision perfection and are unsatisfied with our choice. Naturally, after searching for thirty minutes we become tired of looking for that perfect pair, and we settle. Faced with multiple pairs of jeans, a consumer imagines in the dozens of racks hangs the iconic pair of jeans: one that is grey-washed, studded down the legs and is relatively comfortable. The second negative effect too many choices can have is we end up being less satisfied with our choice, and the science behind this is simple. Consumers who are caught between specifics are more likely to choose the most basic or become overwhelmed and not choose at all. On the opposite end of the spectrum, a company could make a specific shampoo for chestnut brunettes who partake in maximum exercise and attract allergens in their hair during the springtime and a totally different shampoo for chestnut brunettes who have weak ends, dandruff and many animals. When a shampoo company creates a few varying shampoos for different lifestyles, people will easily make the choice that is best suited for them personally. A different way that a company expands variety and sees no demand is by addressing different needs of their product. In this way, the company sees little demand because they have distasteful ideas that do not appeal to consumers. This is one way a company creates variety with a product and does not see much demand in the supply-demand relationship: expansion through trial. Once they create a logo and a style, the company can expand their ideas and create new flavours such as hamburger. As one can imagine, the most common flavour is original and this is because the recipe has been tested over and over again until created just perfectly that many people will want to buy Pringles. There are at least 30 flavours of Pringles potato chips, two-thirds of which are repulsive. This leads to an interesting concept, which is that there may be multiple motives behind broadening product to choose from, and the motives might have different affects down the line as the consumer is faced with choice. Many companies that sell to the average consumer end up not receiving as much profit as they could be as a result of overwhelming the consumer with too many options. Whether the decision that has to be made is important or inconsequential, the result of this confusion is frustration, which turns off the desire to choose something in the first place. To the consumer there is a cornucopia of options that submerge one in a vast sea of indecision and confusion. The supermarket offers so many options of sun block, which in reality probably all contain the same components. They simply lose the will to make a decision. Schwartz says that all of these choices have several affects on our lives, the first of which being that people under the stress of too many options experience paralysis. ![]() ![]() Its one of the most tedious and wearisome processed we Westerners have set ourselves up for and it’s one of the key points in Schwartz’s TED talk. ![]() I’d rather forget my individuality and wear white t-shirts and pants every day so I don’t have to choose a mall to go to then choose a store then from thousands of possibilities choose something to buy. At that pinnacle point of frustration, I can’t be bothered to choose a pair of jeans, because I know I won’t be satisfied. When staring at all the jeans in a Levi’s outlet, I sometimes feel like crying because I know there must be the perfect pair of jeans lying in there somewhere, but I feel as if no amount of time would be suitable for all the digging and trying on I would have to do in order to find them. It feels as if all possible options are peering into your soul, beckoning you, trying to sell themselves in an ear piercing obnoxious voice. We all know how it feels to be overwhelmed: overwhelming. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |