Okay I thought it was a fake word too but hear me out – it’s a cool concept.
Basically the theory is that people secretly hate decisions.
The may not even know it, but deep down they do. Even you – sitting there reading this – you don’t really want to be making decisions either.
Think about the last big purchase you made. If you’re anything like me you will have researched your options, weighed up the pros and cons of every alternative.
Eventually you would have either say “Huzzah! This is the one!” (okay probably not huzzah) or you would have said “Stuff it, this will do”.
Either way you have made your decision, spent your money, and now… now you are open to all manner of doubts and regrets.
Did I make a silly decision? Would option B have been the smarter option?
We know what happens to people who stay in the middle of the road. They get run over.
Basically the primary consequence of having more options is that more options result in more of that lovely feeling you may know as buyer’s remorse. It seems crazy but it would seem that having more options actually results in less satisfaction following the purchase.
What I take from all this?
Consider giving your customers fewer options because when you help them you help yourself.
Less overheads, less customer friction, win-win.
So what do you think? Let me know in the comments!