How we change what others think, feel, believe and do
|
|
How we change what others think, feel, believe and do |
Give a Limited Choice
Disciplines > Marketing > Pricing > Give a Limited Choice Description | Example | Discussion | See also
DescriptionWhen setting prices for your products and services, it is good to give options, but bad to give them too many choices. Keep the options few and simple. Often only two or three choices are best, though how many you do offer may depend on the customer and the situation. ExampleA car salesperson offers a cheap bottom-of-the-range model, an expensive top-of-the-range model and a slightly above mid-range model. Most customers choose the mid-range vehicle. A company selling many varieties of tea limits its range to the more popular types and finds that it sells even more. DiscussionWhen people have no choice, their need for a sense of control is impacted, so they are likely to grab back control, for example by refusing or asking to see more. On the other hand, when they are offered lots of choices, they are faced with significant cognitive effort in choosing which option is the best, which again impacts their sense of control. This is worsened by the way we tend to compare items two at a time, which makes effort go up in a square-law fashion with increasing options. As a result, the best way to get people to choose is to give them a limited choice. Sales people know this when they use the alternative close in offering only two items. Sometimes three choices are better, as people often have a central tendency in their choosing, to offer three, with the central item being the logical choice. See alsoAlternative Close, The Need for a Sense of Control
|
Site Menu |
|
| Home | Top | Quick Links | Settings | |
|
Main sections: | Disciplines | Techniques | Principles | Explanations | Theories | |
|
Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help | |
|
More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes | |
|
Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate | |
You can buy books here |
|
And the big |
|
| Home | Top | Menu | Quick Links | |
|
|
Site Menu |
|
| Home | Top | Quick Links | Settings | |
|
Main sections: | Disciplines | Techniques | Principles | Explanations | Theories | |
|
Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help | |
|
More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes | |
|
Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate | |
|
| Home | Top | Menu | Quick Links | |
|
|
