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Thursday, August 19, 2010

On the Power of Choice

Marketing and merchandising are about choice. Is there too much or too little? How do we make the consumers choice the choice of our product? What separates one choice from another? This recent Knowledge@Wharton video is related, in particular I like the integration of opportunities and responsibilities, rather than just at-the-shelf impulses, which has been emphasized in recent years:

(Video with Transcript)
Sheena Iyengar on the Power of Choice -- and Why It Doesn't Always Bring Us What We Want ... In March 2010, Sheena Iyengar, a professor at Columbia Business School, published a book titled, The Art of Choosing. The book, she says, reflects her interest in how people make choices, including how they are able to navigate both the opportunities and responsibilities that an abundance of choice can bring. In a video presentation, Iyengar offers Knowledge@Wharton viewers her perspective on the need to separate choices that are "meaningful and uplifting" from those that tend to distract us or that lead to unwise decisions ... '

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