Source: International Business Times
Nick Liddell Most ambitious businesses find themselves with the same defining problem: a paradox of choice. For customers, a growing offer may create more possibilities, at the cost of more complex decisions. This is well researched within the consumer sphere; in fact, a 2024 review in the International Journal of Consumer Studies, drawing on 92 articles spanning 22 years, examined choice overload and the circumstances that can make selecting between options difficult.
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