The Paradox Of Choice Book Report

The Paradox of Choice

The Paradox of Choice was written by Barry Schwartz. The book is about the idea of marketing that applies in every aspect in human life. Basically, the author highlighted that having more options may help customers to meet their needs and wants, but this might be less affective for some customers. He wanted to emphasize that sometimes people find more options than what they want which need more time and energy to choose a product. Therefore, he researched in many places and he stated many other subjects that are not related to marketing but to determine if having more options might be the good or bad at the same time. He wanted to see the similarities and the differences between each individual features in life and how

Another main point in this chapter is customers can find their needs online instead of going to supermarkets and malls. Advertising by mail is the easiest way to interact with consumers online. It is cheap and fast, so sending catalogs is so common to share items online and grab customers' attention. In addition, those catalogs separated on internet. When costumers are on the mailing list of few catalogs, all the other marketers will have emails of the customers. Since it is done by computer systems, it is easy to be on the mailing list of most of the marketers. Examples of those catalogs are outfit, furniture, electrical devises, home items, and many others. If you take a look at one of the catalogs, for instance clothes, you will find varied style of T- shirts, shorts, jeans, chinos, blouses, pants, thongs, tops, and bottoms. They are in different sizes, colors, and models. Besides of online marketing, the book highpoints different types of marketing, so products and foods are not the only type of marketing. People can realize that knowledge and entertainment are also related to marketing somehow. To illustration, now a days universities have more freedom than before

Sometimes having more option will not lead to satisfaction, but they might cause confusion. This chapter is mainly about having more options. First point, customers should be aware of different brands and the competition between companies. Customer should know at least a bit about products of each brand, so it will be easy to choose the best product without wasting a lot of time or getting useless products. Studies showed that even though customers want to completely manipulate their lives, they do not want complex lives. Sometimes customers did not look for alternatives even when there are many offers for alternatives because they do not prefer alternatives. And so, customers at that time might pay more than what the products may really