Are curated collections the solution to too many choices?

Decision-making is hard work.  The more decisions we make, the more tired we get.  Eventually decision fatigue sets in we make poor choices.  Like reaching for a candy bar.

The internet with its endless volume of options has made things even worse.  I spend hours researching everything I buy and then still wonder if I have missed the perfect choice.  Because that's what it's all about - FOMO - fear of missing out. 

And since negative emotions are more powerful than positive ones we are all about "loss aversion," i.e. avoiding a decision that will make us feel bad.

Enter companies that are making it easier for us by offering fewer options.   Saatva offers five varieties of mattresses in standard sizes.  They also conveniently label one - best seller - for those of us who are looking for help from others to make our decisions.

It's an excellent idea.  And it probably benefits the company as much as the buyer since it limits the amount of merchandise they need to stock.

The idea seems to be catching on.  Especially among DTC (direct-to-consumer) brands.  Kitchenware maker Great Jones offers only five products. But they do come in five very instagramable colors including Blueberry and Earl Grey.   

Sounds good to me, how about you? ;-)

Joutz, M. (2018, November 12)  Get a Handle On Your Pots and Pans.  nytimes.com.  Retrieved July 10, 2019, from  https://www.nytimes.com/2018/11/12/style/millennial-cookware-dutch-oven.html