Human-being is a complicated creature – even during a simple activity of choice its brain performs many sophisticated procedures. American psychologist Barry Schwartzin his book The Paradox of Choice – Why More Is Less states that elimination of customer’s choice can greatly lower the stress associated with activity of choice. To put long things short: the less options of choice are being offered to a customer, the happier he or she is. The more information is prompted to a customer, the more grateful he or she is. Read More
