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Unbiased stories & studies from the frontiers of marketing

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NeuroTactic Overview

Choice Limitation

there was a smaller selection of jams on a table rather than a large variety. When we have too many options to choose from, we experience overwhelm and disengage—in other words, we choose not to choose.

SUMMARY:

In an experiment with fruit jams at a supermarket, shoppers had a higher purchase rate of jam jars when there was a smaller selection of jams on a table rather than a large variety. When we have too many options to choose from, we experience overwhelm and disengage—in other words, we choose not to choose

Limiting the choices someone has during the purchasing experience will avoid overwhelming them with options. If you have a variety of different product options to choose from (such as customizing a new computer), separate the purchasing process into multiple steps focused on one category of options at a time rather than offering all of the options at once.

Primary Source:

Chernev, Bockenholt & Goodman (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333-358.

Dream Category:

Routing

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Awareness
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

Get The Book:

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