In one study, subjects were asked to choose one of six flavors of chocolate to eat. Another group of subjects was asked to choose among 30 flavors. The subjects presented with 30 options found the chocolates they had selected less enjoyable. They were even less likely to accept chocolates as a compensation for taking part in the study. The presentation of overwhelming choice made them too uncertain and ultimately, dissatisfied with the decision.
Shopper Marketing Insights by Ecolean provides interesting shopper insights from the FMCG world with focus on why packaging is an essential marketing tool and how brands and retailers can reach the ever-evolving shopper.