多选的烦恼.docx
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多选的烦恼.docx
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多选的烦恼
“多选”的烦恼
It’sanexperiencecommontomostPeaceCorpsvolunteersupontheirreturntotheUnitedStates.Afterhavingspentacoupleofyearsinremoteplaceswhereconsumerchoiceswerelimitedatbest,theygointoagrocerystoreintheU.S.tobuysomethingandendupstanding2)glassy-eyedintheaisles,paralyzedandoverwhelmedbyanoverloadofchoice.Facedwithanentireaislefulloftoothpasteoptions―onewhitening,onebrightening,andonewithextra3)fluorideand4)bakingsodaingredients―theireyes5)glazeoverandtheystare,unabletochooseorbuyanything.
EvenwithoutthePeaceCorpsbackground,it’saconsumerexperienceIcanrelatetoverywell.MorethanonceI’vesetoutonashoppingmissionandrealized,aftertryingonthe12thpairofjeans,shorts,shoes,etc.thatIhavelostmyabilityto6)differentiateordecide.Mybrainhasgoneintodecision7)fatigue,andallIwanttodo―indeed,allIhavetheabilitytodo―isgohome.
Apparently,Iamnotalone.InherrecentbookTheArtofChoosing,ColumbiaUniversitybusinessprofessorSheenaIyengarcitesnumerousresearchstudiesthatindicateaninverserelationshipbetweenchoiceandtheabilitytodecide.Inthelate1990s,forexample,sheandcolleaguesconductedanexperimentina8)high-endfoodstoreinCalifornia.Ondifferentdays,theysetupatastingtableofjam,offeringeachtastera9)couponforadollaroffiftheyboughtajar.Onsomedays,theresearchersofferedonlysixtypesofjam.Onothers,theyoffered24differentoptions.Whilethe24-jamdisplayattractedmoreattentionandinducedmorepeopletostopandlookatthejams,(60percentofincomingstorecustomersstoppedatthelargerdisplay,versus40percentatthesmallerdisplay),theactualsalesgeneratedfromthedisplayswerequitealotgreateratthesmallerdisplay(30percentofthosewhostopped,versusthreepercentwiththelargerdisplay).
Iyengarpresentspsychologicalexplanationsforwhyweglazeoverattoomanychoices,includingthefactthatchoiceisacomplexprocessthatrequiresthatwea)knowwhatwewant,b)understandwhatmakesthechoicesdifferent,andc)canevaluatethe10)trade-offsinvolvedinchoiceAoverchoiceB.Processingthatforsixchoicesispossible.Doingallthosemental11)gymnasticsfor24optionsismorethanourbrainscanhandle.12)Ergo,wesimplywalkaway.Iyengarsaystheidealnumberofchoicesmosthumanscanprocesswellissomewherebetweenfiveandnine,sincethat’saboutthesamenumberofitemswecanhold13)concurrentlyinourshort-termmemory.
Butwhatreally14)intriguesmearetheimplicationsofthisprocessand15)dynamicforareasoflifebeyondtangibleconsumerproducts.InarecentarticlecalledCanThereEverBeTooManyFlowersBlooming?
SwarthmoreprofessorBarrySchwartznotedthatthissamephenomenoncanalsobeseenin“16)speeddating”experiments(wheresubjectsaregiventhreeorfiveminutesto“interview”apotentialdateinagroupsettingbeforemovingontothenextperson).Inoneexperiment,researchersfoundthatmore“matches”weremadeifsubjectshadeightpotentialpartnerstochoosefromthaniftheyhad20.
Soapparently,havingtoomanychoicesleavesusunabletocommittoanygivenone―intoothpaste,romanticpartners,oreven17)401kinvestmentplans.(Consequently,manybrokershavelearnedtoorganizeclientchoicesintodescendinglayersofpreferences:
Whichofthesethree?
Whichofthesenextthree?
Andfinally,whichofthesethree?
)
Butevenmore18)disconcertingaretheimplicationsofthisphenomenonfortheinformationindustry.I’vealreadynoticeditinmyself,andinfriendswhonotethattheycan’tprocessalltheWebsitesand19)bloggersandcablenewsandopinionsoutthereanymore.Facedwithtoomanychoices,theyjuststopreading,orreverttothesportspage.Atfirst,it’sdelightfultohaveallthatvariety.Buttoomuchinformationfromtoomanysourcescanbeliketoomanykindsofjam.
Ononelevel,itmakesmewonderaboutthewhole“pageview”businessmodel,whichisdrivinga“moreismore”approachtowebsitecontentandtheonlinepublicationindustryingeneralatthemoment.Whatifreadersarelikethejam-displaygrocerystorecustomers―drawntolookatallthosepagesofinformationoptions,buttoooverwhelmedtobuyanythingafterward?
Iftheyare,thenperhapspageviewsarea20)counterproductive21)metric.It’scertainlypossible.
Ifwe’resufferingfrominformationoverload,isthereasolution?
Notaneasyone,certainly.ButProfessorSchwartznotesthat22)aplethoraofchoicesmakespeoplemorerelianton23)filters―sourcesormechanismsthat24)siftthroughthepiletocomeupwithasmallernumberofoptionsforusto25)contemplate.Soperhaps,ashappenedintheearlydaysofthecabletelevisionindustry,therushof
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