"Sure, you have your list detailing everything you need for dinner tonight in a clear, bulleted list. However, you know that's going out the window the second you hit the snack aisle. Experience shows that there is just no way to make it through a full shop at Trader Joe's without picking up a few extra goodies. But how exactly does this grocery chain so effectively encourage us to impulse buy?"
"There is a concept called the paradox of choice, and there is perhaps nowhere that it is more apparent in our day-to-day lives than the grocery store. The paradox of choice is that while we think that having more options is a good thing, it is actually exhausting to us. Too many choices leads us to decision fatigue, paralysis, and buyer's remorse."
Limited product variety reduces decision fatigue and increases purchase likelihood by avoiding overwhelming choice. A playful store atmosphere and rotating seasonal items produce novelty and urgency that prompt impulse buying. Excessive options cause paralysis, decision fatigue, and buyer's remorse, while a curated middle ground delivers satisfying variety without overload. Short-lived or seasonal offerings heighten perceived scarcity and motivate quicker decisions. Together, reduced choice, engaging environment, and temporary products create conditions that make casual extra purchases and impulse snacks common during typical shopping trips.
Read at Tasting Table
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