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. Its subject raises a practical question for expanding businesses. How easily can customers understand what is available?
