Consumer choices: to chuck or to chunk?

26 Feb Consumer choices: to chuck or to chunk?

Less is more, and more is better. . . . We’ve written in this space about the paradox of choice, and the “jam study” that seemed to show that consumers find it easier to choose if they have fewer choices.

This article suggests that the problem is not so much the quantity of choices, but the quality—or better, the presentation of said choices. “Chunking” choices when presenting them to people helps improve decision-making the same way that “chunking” information aids memory.