Does Choice Dampen Demand?
A few months ago in Florida I was listening to a speech by Boston Beer's Jim Koch (who looks pretty cold in our BrewPic today), where he was speaking about the great proliferation of choices in the beer aisle today, giving Americans the most choices and a wider variety of beer in any time in history. But he also warned that there is a law of diminishing returns, as too many choices can actually paralyze the consumer into buying less, or even buying none, because no matter what he/she chooses, the consumer is left with an unsatisfied feeling that they may have not chosen the best beer. It was an interesting notion that I made a note to follow up on
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