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Can we talk about the paradox of choice?
You know, just before we happily let behavioural economics take over marketing strategy completely?

It’s not that simple.

As behavioural economics become more important in marketing, Barry Schwartz’s 2004 best-seller and some writing that followed him are almost a dogma for some people:
Choice creates fatigue and anxiety → reduce choice to increase sales.

BUT, it’s just not that simple.
1. Choice overload isn’t a consistent effect
2. Choice reduction alone does not ensure an increase in sales

A 2015 meta-analysis of 99 studies isolated the circumstances in which reducing choices to customers are most likely to increase sales. …


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Curated articles; observed patterns ¯\_(ツ)_/¯
Week 13 of UK lockdown (and shops are reopening)
World: 7,823,289 confirmed cases; 431,541 confirmed deaths (WHO, Monday 15/6)

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Stepping away from The Reader

Apologies for skipping last week. Other obligations had to take priority.

My personal became more political than expected, and that required a lot of time and energy.

After I had to skip a week, I realised it’s time to shift my focus to more urgent, if more personal, matters.

As you’ll find in the newsletter this week, this crisis is far from over. While there are always opportunities in a crisis, the scale of it and the long, friction-filled and challenging road ahead, are only starting to unfold (as anticipated). …


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Photo by: David Ramos on Unsplash

Curated articles; observed patterns ¯\_(ツ)_/¯
Week 11 of UK lockdown
World: 6,057,853 confirmed cases, 371,166 confirmed deaths

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Please like and share it if you think other people may find it helpful.

Don’t let them grind us down

This week, under very different sets of circumstances in the UK and the US, there is a common pattern.

The strongmen have headed down into their bunkers, metaphorical or literal. With their low patience for detail and fierce resistance towards anyone who questions their narcissistic fantasy, they don’t play well with any experts. …

About

Uri Baruchin

Strategist. Director of a boutique agency. Teaches the D&AD’s strategy masterclass. Also LCC, SCA etc. Culture, marketing, random thoughts. All mine.

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