Better understanding of the long-term consumer landscape can improve marketing effectiveness
, May 8 -- While the marketing landscape is replete with myriad changes, I've chosen to delve into three fundamental shifts that have unfolded over the past two decades:
The adage "choice is a good thing" may hold true in theory, but in practice, the modern-day abundance of options has led to decision fatigue and overwhelm for consumers. The depth and breadth of products available today far surpass what was accessible two decades ago, contributing to a phenomenon known as 'choice overload'.
American psychologist Barry Schwartz explores choice overload in his book The Paradox of Choice and explains how an excess of options can lead to decision-making paralysis and heightened anxiety among consumers. Other studies show that consumers may ...
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