Why variety is the spice of life (and what this means for your business)

sweetsI saw an experiment on TV where two bowls of sweets were placed on a table at the entrance to the office, under a sign saying ‘please help yourself’. One bowl contained multi-coloured sweets; the second bowl contained only blue sweets.

It turned out that the bowl of multi-coloured sweets was emptied far sooner than the bowl of blue sweets.

Why? Because people took a big handful of the multi-coloured sweets to make sure they got one of each colour, but only took – I think – an average of three single-colour sweets, because that was enough.

Similarly, people apparently eat about 40% more when they help themselves from a buffet compared with being served a plateful of food.

With this trend in mind, some restaurants are starting to offer three or four mini-cakes as dessert, at a price that is greater than the price of a single dessert.

It seems that:

  • People like choice
  • People like having a little taste of everything
  • People will pay more for a little variety

So how can you use this idea in your marketing?

One Response to Why variety is the spice of life (and what this means for your business)

  1. jackiebarrie July 30, 2013 at 8:46 am #

    Read more about ‘Why customers want to make choices’ in this blog post by Internet psychologist, Graham Jones. http://www.grahamjones.co.uk/2013/blog/internet-marketing/your-customers-want-to-make-choices.html

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