Be choosy about choosing.

5. “We must be choosy about choosing,”
There are 3 main consequences of offering people
too many choices
 Engagement – they tend to procrastinate
 Quality – Make worse choices
 Satisfaction – they are less happy with their
choice, even if their decision is objectively better.
This is because it is difficult to properly compare
all choices

6.  The number of options that are available
also influences choosing behavior in
interesting ways.
 Although having choices is perceived as a
desirable indication of autonomy, Iyengar
has found that in some cases, this ability
aggravates feelings of emotional distress.
 We can make choices that are meaningful
and uplifting — and even reflections of our
authentic, individual selves.

8. 1) Cut-Less really is more. Faced with choice
overload, people are less likely to buy. The trick
is to find the balance between having enough
options to attract buyers in the first place, but
not so many that consumers become
overwhelmed and walk away.
2) Make things concrete-“ In order for people to
understand the differences between choices,
they have to be able to understand the
consequences associated with each choice.
“The consequences need to be felt in a vivid
sort of way.”

9. 3) Categorize-Separating products into discrete
categories prevents choice overload by
slimming down the number of products
consumers have to compare to each other.
4) Condition for complexity-The reasons we
make decisions are not always rational and
can’t be isolated from who we are, where we
are, But by being aware of the psychological
factors that affect our choices — we’ll be able to
not only make better decisions for ourselves,
but help others do the same.

10. a) So here’s the basic dilemma. People want to
have a lot of choices to choose from. But when
it comes down to choosing, they want the
decision to be straightforward.
Whether mundane or life-altering, these choices
define us and shape our lives. In our world of
shifting political and cultural forces,
technological revolution, and interconnected
commerce, our decisions have far-reaching
consequences.

11. b) It is simply a necessity to make constant
adjustments to make any choice work.
One of the biggest disconnects that can
happen between a coach and the people
they’re coaching has to do with the
difference between intention and perception.
Every time you make a choice you might
think that it is over, that you’ve made a
choice and that it will either be good or
bad. The biggest underlying cause for bad
choices is a lack of awareness.

13. Marketers and salespeople have been trying to
crack the secret sauce of choice for decades.
While nobody knows exactly what makes
people buy one specific product over another,
decades of research provide us some insight
into how choices are made.
Not only will they be able to make better
decisions yourself, but they’ll also gain valuable
selling and positioning tips that will make the
audience more likely to choose the offering
they’re selling.

14. Choose customers carefully because,
 They decide what gets built first
 They decide the cost of acquisition and hence your initial
runway
 They represent a market – If you choose wrongly, you
might be after a small market and your success in a tiny
niche would not come in handy when you scale.
 It brings the much needed focus – You’ll spend with focus;
build with focus and acquire with focus.
All the above will help the manager to stay in the market.

16. Created by Aashima Jain (LBSIM, DELHI )
under the guidance of Prof. Sameer Mathur ,
IIM LUCKNOW during marketing internship.