Happy can be a one-stop shop
So, what conclusions should we draw from this? The key thing to remember is that we all have an inherent bias that favours choice – it feels right to want more options, doesn’t it? But as Ariely’s research clearly shows, this bias often works against us in the long run. Asking our suppliers and partners for rounds and rounds of options might only guarantee that we won’t be happy with any of them. Equally, going the extra mile to give customers as many choices as possible (sounds smart, right?) could ironically mean that they value our effort less than if we’d just kept things simple. Remember, when it comes to choice, more is not always more.