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Option Overload: How to Deal with Choice Complexity
內容大綱
In most western societies, the concept of choice -- and the ability to exercise it -- is seen as fundamental to people's sense of autonomy and well being. As a result of this 'choice is good' thinking, the number of offerings in a wide variety of product and service categories has increased significantly over time. For instance, compared to just 10 years ago, the range of products available in a typical North American supermarket has increased by 55 per cent. The author describes five strategies for dealing with 'overchoice', including 'organizing and eliminating options' and 'encouraging attribute-based decision making'.