Barry Schwarz's Paradox Of Choice

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In response to these discerning customers, firms began to adopt the marketing concept, which involves:
• Focusing on customer needs before developing the product
• Aligning all functions of the company to focus on those needs
• Realizing a profit by successfully satisfying customer needs over the long-term
When firms first began to adopt the marketing concept, they typically set up separate marketing departments whose objective it was to satisfy customer needs. Often these departments were sales departments with expanded responsibilities. While this expanded sales department structure can be found in some companies today, many firms have structured themselves into marketing organizations having a company-wide customer focus. Since the entire
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Paradox Of Choice
Above: Shall I go left or right? The paradox of choice theory suggests you should limit the range of choice provided to customers. Image by sacks08
In marketing, providing people with freedom of choice is often seen as positive because it offers customers full autonomy over their decisions. However, if you give customers too much freedom of choice it can have an adverse effect. Barry Schwarz’s paradox of choice suggests that providing consumers with a limited range of choices has psychological benefits because it reduces anxiety for shoppers.
How do you apply the paradox of choice theory to content marketing?
Don’t overwhelm your customers by providing them with too many choices, or too much information to digest. Instead, consider producing marketing materials that concentrate on a maximum of three key points at a time. This extends to the creation of calls-to-action for your content, where less is often more. So where possible, provide customers with just one or two clear paths to follow after they have consumed your content, in order to avoid them making no choice at
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The crux of the mere-exposure effect is that as humans, we warm to associations of comfort and familiarity. So, when faced with the choice between two opposing products – one we are familiar with, and one we are not – more often than not we will pick the one we are familiar with.
How do you apply the mere-exposure effect theory to content marketing?
Traditionally, only the bigger brands, that could afford to launch advertising campaigns across a huge array of mediums, could benefit from the mere-exposure effect. However, with the advent of social media more businesses than ever can get their message in front of people.
Therefore you should not miss the chance to spread your brand-based content as far and as wide as possible. Exploit social media, repost and share content as much as possible. This way, when customers begin their purchase decision process, they will already be familiar with what your business can offer them.
7. Information-Gap Theory
Above: The easiest way to encourage an information-gap is to craft a headline that encourages curiosity. Image by Cory

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