Using expert view and examples to support your points, determine the extent to which consumers are experiencing a ‘choice overload’ and evaluate whether offering less product choice seems to be a successful strategy for many of today’s organisations

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CONTEXT

In 2004 psychologist Barry Schwartz published a highly influential book entitled ‘The Paradox of choice, why more is less’. The book argued that an ever increasing abundance of products causes ‘choice overload’, raises anxiety amongst consumers, wastes their time and discourages purchasing.

A decade later, whilst contrasting views exist, there is evidence to suggest that Schwartz’s analysis is accurate and that those organisations offering less choice are more appealing to today’s consumers.

STUDENT ACTIVITY

Using expert view and examples to support your points, determine the extent to which consumers are experiencing a ‘choice overload’ and evaluate whether offering less product choice seems to be a successful strategy for many of today’s organisations.

• Underpin your evaluation with marketing theory (e.g.) consumer behaviour, consumer decision making.

• Use real examples to illustrate your points.

• Include academic opinion to underpin your evaluation.

• The assignment must be structured as an essay (See guide on essay writing).

• All information must be properly referenced using Harvard Referencing.

• Use as wide a variety of sources as possible e.g. textbooks, journal articles and quality internet sources (such as Mintel and ONS). As marketing research project, you may also include some quality newspapers as sources but note that the emphasis must be on academic sources so newspaper sources must not be excessive.

• Specify the word count at the end of the essay.

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