12. 10 X More Likely to Purchase

14. Confused

15. Quick and Easy

16. Perfect Choice

18. Mental Overload

20. Walk Away

21. Pick

22. Choose

26. Dilip Soman

27. John Gourville

28. Alignable vs. Non-
Alignable

29. Alignable Trade-Offs
Large Medium Small

30. Alignable Trade-Offs
vs

31. Non-Alignable Trade-Offs

37. Simplify Choices

40. Product Presentation

41. Unit Growth Revenue Growth
+29% +28%

43. Help with Preferences

44. Show Trade-Offs

45. Conversion to Cart and Quote
+50%

48. Organize and
Eliminate Options

50. Simple, Relevant Question

51. Show Applicable Products

54. Attribute-Based Decisions

56. Step-by-Step

57. Step-by-Step

58. Step-by-Step

59. Step-by-Step

61. Recommendations

64. Social Proof

67. Localized Social Proof

72. Targeted Social Proof

73. Localized Social Proof

78. Ownership bias

82. Anchor price

85. Time Scarcity

86. Qty scarcity

107. Get them to use it!

113. 10% 50% 25%

119. Simplify Choices

120. Help with Preferences

121. Organize and
Eliminate Options

122. Attribute-Based Decisions

123. Recommendations

124. Social Proof

133. Get them to use it!

136. Do Something

139. References
• Sheena S. Iyenga and Mark R. Leppe. "When Choice is Demotivating: Can One
Desire Too Much of a Good Thing?"
http://www.columbia.edu/~ss957/articles/Choice_is_Demotivating.pdf
• Soman, Dilip. “Option Overload: How to Deal with Choice Complexity.”
Rotman Magazine: Fall 2010: 43-47.
• Richard Chase and Sriram Dasu. “Want to Perfect Your Company’s Service? Use
Behavioral Science.” Harvard Business Review.
http://hbr.org/2001/06/want-to-perfect-your-companys-service-use-
behavioral-science/ar/1
• John Gourville and Dilip Soman. "Pricing and the Psychology of Consumption"
Harvard Business Review
http://hbr.org/2002/09/pricing-and-the-psychology-of-consumption/ar/1