The Positive Psychology of NO CHOICE
When asked why he always wore grey or blue suits, Barack Obama responded that he had enough other choices to make so this was a choice he could choose not to make. And per psychology studies, this was a smart choice.
Making choices actually depletes our brain energy and distracts our mental focus in ways that often lead to inertia, or procrastination of important events, and fatigue. In fact, several studies have shown that:
the more little decisions we make, the more it taxes our ability to make bigger decisions that are important to our advancement toward life’s bigger goals.
For example, a study conducted by University of Minnesota psychologist Kathleen Vohs and colleagues showed that participants who made several small choices while shopping were less likely to do well when asked to solve a simple algebra problem. This inability to go from a series of small choices to a more complex mental activity proved true with other tasks they conducted in this same study, which involved college students. Per the task studied involving students from prestigious universities, researchers found that students were more likely to put off studying for important tests if preoccupied with smaller decisions at the same time.
Vohs and her team conducted four different tasks associated with choice for their overall study and made some fascinating observations and conclusions:
- Making choices can deplete the brain and body, creating mental and physical fatigue
- Having to make choices is more depleting than just looking at options
- Implementing choices imposed on you by somebody else is less draining
- If you anticipate that making choices will be a fun and rewarding experience, the decision process is less depleting
These findings have substantial implications for anyone in marketing, whether B-to-B or B-to-C: If you want your customers to make quick decisions to purchase from you, and have an energizing vs. depleting experience, simplify the decision process by offering fewer choices.
Sounds counter-intuitive to some, but think about it. When you are faced with choosing from dozens of products on a shelf with lots of price and promise variations, you end up having to think more, analyze more, and it often results in muddled thinking and confusion. Per the above studies, you and many other consumers have likely made the choice to not choose when choosing becomes too time-consuming and exhausting. It happens when shopping for cars and even personal products at a grocery store. We get “depleted” mentally when trying to decide which product to purchase based upon our mental process to make sure we get the best deal, best value and don’t make decisions we might regret.
As a business, we need to do whatever we can to make choosing our products simple and energizing vs. depleting.
If you’re selling software as a service, such as a SaaS platform for CRM or some other business function, you likely have a big range of services people can choose from, and different price ranges for “packages” of those services. If you have three packages to choose from, your chances of getting sales quickly are likely going to be greater than if you gave them 10 packages to choose from or ask customers to create their own bundle out of dozens of services you offer.
And if you make that choice “safe,” by providing a generous cancellation or opt-out clause, you take the fear out of an easy choice. This is critical to the psychology of choice, as both of these activities take less energy from our mental capacities. And when we use less energy worrying or stressing or contemplating, we have more energy to anticipate the reward of that decision.
So ask yourself these key questions:
- Do my offerings or sales model drain or sustain brain energy?
- How can I simplify choices without making customers feel like they have none?
- How can I make choices a replenishing, energizing experience that makes customers feel good about their decisions and my brand?
When you can build your sales offerings and marketing messages around the answers to those three questions you can transform your brand’s ability to close deals. And that can transform your bottom line and competitive advantage for a long time to come.
Jeanette McMurtry is a psychology-based marketing expert currently serving as CMO for Elateral, a cloud-based content adaptation hub. She authored “Big Business Marketing for Small Business Budgets” (McGraw Hill) and “Marketing for Dummies” (Wiley, May 2017). McMurtry helps brands worldwide develop emotional selling propositions that trigger consumers' unconscious minds and achieve unthinkable ROI. She is a sought-after speaker on marketing psychology worldwide, presenting frequently for organizations like the DMA and Xerox. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette.McMurtry@elateral.com.