This PPT was made on a TED talk of how to make choosing easier by prof.Sheena Iyengar

1. HOW TO MAKE
CHOOSING
EASIER
- TED Talk
by Prof. Sheena
Iyengar

2. •Average no.of
choices in a typical
day -70
•For CEO ‘s – 139
50% decisions < 9 mins
12% decisions >= 1hour

3. Choice overload
problems

4. Is this model of
offering people
these many
choices will work?

5. Engagement – more likely delay
choosing
Decision quality – probability of
making worst choices
Satisfaction – choosing less satisfied
even they are objectively better

6. Fail to do math of comparing and
contrasting
Attracted to
their advertising
End up picking
from that
stunning
display

7. 1) CUT – get rid of extraneous
alternatives
- increase in sales
- decrease in cost
- improvement in
choosing

8. 26 different kinds of
Head & shoulders
reduced to 15 by
P&G sales increased
by 10%
9th largest retailer-ALDI
offers 1400 products

9. Think how these choices
are different from others
HOW TO CUT?

10. 2) CONCRETIZATION – make it real
- understand the consequences
associated with each choice
- product should be felt in vivid
sort way

11. 3)CATEGEORIZATION
- how to tell them apart
- more choice
better choosing
option
- need to say
Something to the
chooser not to the choice-maker
- 400 magazines 20 categories better
Choice than 600 of 10 catgeories

12. 4)Condition for complexity
- one can handle
lot more information
than they think they
can
- gradually increase the
complexity
- start off easy to learn how to
choose

14. 2 most important insights:
1)More choices leads to less sales ,
decrement in satisfaction , choosing
quality
2)Handling more categories than
choices is easy.

15. Relevance of these insights with Indian
managers:
•These insights were related especially
for super markets, book stalls , etc.
•When the customers are provided with
more options their satisfaction level ,
decision quality decreases along with
increase in time which shows a great
impact on sales

16. •When a person want to buy a thing
according to his necessity he will be
having a clear idea about the category
according to his taste and need . So
providing more categories than choices
helps the customer to choose the best.

17. This presentation was made by
G. Hemalatha , NIT Andhra Pradesh
during a marketing internship under
Prof. Sameer Mathur , IIM Lucknow