Paradox of Choice

Paradox of Choice

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Dan Cork

June 10, 2016
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Transcript

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    When people have no choice, life is almost unbearable. As

    the number of available choices increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings are powerful and positive…
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    … But as the number of choices keeps growing, negative

    aspects of having a multitude of options begin to appear. As the number of choices grows further, the negatives escalate until we become overloaded...
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    The Next Step: • Test Manchester on mobile • Test

    Heathrow on mobile • Test on tablet & desktop
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    A/B Tests: Heathrow conversion was up … but Manchester was

    failing … and so was tablet/desktop
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