Comments on: Choice or no choice: Is that really the question? http://www.semiosiscommunications.com/choice-or-no-choice/ Semiosis Communications: Sustainable marketing for people, planet, and prosperity Mon, 15 Aug 2011 18:54:51 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Tweets that mention Choice or no choice: Is that really the question? — Sustainable Marketing Blog -- Topsy.com http://www.semiosiscommunications.com/choice-or-no-choice/comment-page-1/#comment-4071 Tweets that mention Choice or no choice: Is that really the question? — Sustainable Marketing Blog -- Topsy.com Wed, 09 Dec 2009 19:57:59 +0000 http://www.semiosiscommunications.com/?p=4381#comment-4071 [...] This post was mentioned on Twitter by FabianPattberg, Peter Korchnak. Peter Korchnak said: Choice or no choice: Is that really the question? http://bit.ly/5vrWvS You decide. [...] [...] This post was mentioned on Twitter by FabianPattberg, Peter Korchnak. Peter Korchnak said: Choice or no choice: Is that really the question? http://bit.ly/5vrWvS You decide. [...]

]]> By: Peter Korchnak http://www.semiosiscommunications.com/choice-or-no-choice/comment-page-1/#comment-4070 Peter Korchnak Wed, 09 Dec 2009 16:43:39 +0000 http://www.semiosiscommunications.com/?p=4381#comment-4070 @Matt: You can certainly apply the findings of this research in many areas where choice among alternatives plays a role. Thanks for pointing out the application in market entry. @Matt: You can certainly apply the findings of this research in many areas where choice among alternatives plays a role. Thanks for pointing out the application in market entry.

]]> By: Matt http://www.semiosiscommunications.com/choice-or-no-choice/comment-page-1/#comment-4069 Matt Wed, 09 Dec 2009 14:02:54 +0000 http://www.semiosiscommunications.com/?p=4381#comment-4069 I tend to agree with most all of your points, although it is somewhat counter-intuitive to me. The research seems to be particularly practical in the arena of market entry for a firm. I think using this analysis for brand extension could be dangerous because it leaves out two key pieces: 1) Positioning - Would a new choice to the consumer disrupt the position the incumbent brand has in his mind? We've seen countless examples of a brand destroying its positioning by introducing an extension. 2) Cannibalization - Would a new choice take value away from an existing portfolio product rather than from a competitive product? Again, many examples of that. But as far as using this new research to consider entering a crowded space, I think it's very interesting. I even think this research has implications for design, be it digital design, store design, etc. It may well be that our discomfort with choice was a largely a function of un-scalable design. I tend to agree with most all of your points, although it is somewhat counter-intuitive to me.

The research seems to be particularly practical in the arena of market entry for a firm. I think using this analysis for brand extension could be dangerous because it leaves out two key pieces:
1) Positioning – Would a new choice to the consumer disrupt the position the incumbent brand has in his mind? We’ve seen countless examples of a brand destroying its positioning by introducing an extension.
2) Cannibalization – Would a new choice take value away from an existing portfolio product rather than from a competitive product? Again, many examples of that.

But as far as using this new research to consider entering a crowded space, I think it’s very interesting.

I even think this research has implications for design, be it digital design, store design, etc. It may well be that our discomfort with choice was a largely a function of un-scalable design.

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