Customers say they want choice, but the evidence shows they don’t!
BeyondPhilosophy
NOVEMBER 2, 2023
Stanford Professor Itamar Simonson is very clever. He brought snacks to class for his students. However, he wasn’t just being cool; he used them for research. Professor Simonson learned that sometimes, we don’t want to make a choice or at least not a new one. Once we settle on an option, we stick with it if we must make the same one again.
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