Hyper-choice is hyper-stress

The broadest choice becomes counterproductive

The common idea is that having more choice means having more freedom, greater well-being and increased opportunities to assert our individuality. In practice, offers in oversupply and the power Internet gives through immediate access, exert growing pressure.

This pressure applies even before the choice as the multiple alternatives saturate our cognitive abilities and increase the risk of a bad decision. After the choice, eliminating so many other possibilities may generate regret, disappointment and frustration.

• Offering as much choice to their customers without generating stress, brands must implement:
• Pre-selection service: narrowing alternatives, facilitating comparison, personalizing the responses,
• After selection service : reassuring, giving the opportunity to changing one’s mind, proposing adaptable offers.