The Paradox of Choice

When faced with too many options, customers' brains often don't pick the best one. They pick the easiest: choosing nothing at all. This lesson unpacks the psychology behind it, from decision fatigue and anticipated regret to opportunity cost, drawing on classic research like Iyengar and Lepper's jam experiment. Learners will see that the problem isn't price or product quality but how choices are presented, from pricing pages with many plans and long product menus to hundreds of search results on e-commerce platforms. Through real Vietnam-market case studies such as Shopee, Grab, Canifa, and Base.vn, the lesson points out early warning signs that a product is overloading customers, along with concrete techniques to narrow choices without losing value: categorizing, default recommendations, and guided selling. It's ideal for Marketing Executives, Product Managers, and UX Designers who want to improve conversion rate without discounting or adding features, just by redesigning how customers see and choose between options.