Public Relations & Social Marketing Insight

Shoppers today are overwhelmed with choice. Wherever they go they are overloaded with information, forced to choose between competing offers at almost every hour of the day.

But if vendors are offering all this extra choice to increase buyer satisfaction, they might well be making a mistake. Neuroscientists believe that increasing the comparisons available may actually reduce happiness, for the simple reason that people tend to regret the decision they made because of the additional options they couldn’t pick....