Making choices is a part of the daily human experience. The number of decisions people make every day is staggering, and even the most uncomplicated ones can seem impossible to make. In her TED Talk, Sheena Iyengar, the expert on choice, discusses the dangers of choice overload and its adverse effects on people and presents valuable techniques to make the process of choosing less demanding.
Sheena Iyengar recommends four techniques for organizations that want to appeal more to their customers. They include cutting the number of options, concretization, categorization, and conditioning for complexity (Iyengar, 2011). According to Iyengar (2011), ventures should cut the number of options they offer to their clients as fewer choices improve the choosing experience for customers. The human brain cannot calculate the benefits of a decision if it concerns selecting from hundreds of options. Therefore, reducing the number of options results in better choices being made. Concretization concerns the consumers’ understanding of the consequences associated with each choice (Iyengar, 2011). Offering choices with no description of the related outcomes inhibits the selection process.
Meanwhile, the categorization technique stems from individuals being able to handle categories of choice rather than distinct choices (Iyengar, 2011). Categories offer variations on a product and allow customers to compare them and narrow the pool of options provided to them. The final technique presented by Iyengar (2011) is the condition for complexity, which states that it is more efficient to start the selection process with fewer and less complex choices and gradually increase the number and complexity. Presenting a customer with numerous choices can translate into poor decision-making and a lacking experience.
Overall, all of the discussed techniques to avoid choice overload are fascinating and offer an interesting insight into the human psyche. However, the last method, condition for complexity, intrigued me the most as I was under the impression that it is better to make the most challenging and complex choice first. In particular, I believe that it is more efficient to make a difficult decision earlier, as building up to it may leave one without the mental energy to make a complex choice. However, considering the arguments presented in the video, the condition for the complexity technique seems logical.
Reference
Iyengar, S. (2011). How to make choosing easier [Video]. Web.