sexta-feira, maio 17, 2013

"In many instances, addition can subtract"

"take a more recent study. This one asked participants to imagine they wanted to learn German. Then the researchers divided people into two groups. One group had to choose between a $575 online German-language course and a $449 German-language software package. The other group had to choose between that same $575 online course and the $449 software package plus a German dictionary. Forty-nine percent of people in the first group picked the software package over the online course. But only 36 percent of the second group made that selection—despite its being a better deal. “Adding an inexpensive item to a product offering can lead to a decline in consumers’ willingness to pay,” the researchers concluded. In many instances, addition can subtract. This is why curation is so important, especially in a world saturated with options and alternatives. Framing people’s options in a way that restricts their choices can help them see those choices more clearly instead of overwhelming them. What Mies van der Rohe said of designing buildings is equally true of moving those who inhabit them: Less is more."
"To Sell Is Human: The Surprising Truth About Moving Others" de Daniel Pink

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