News
FEATURE: Do mobile consumers have too much choice?
ME staff May 15 2008, 6:24pm
Yes, says ME's online content manager Ben Parfitt, who recently braved the UK high street...
Sociology professor Barry Schwartz claims in his 2004 book The Paradox of Choice that too much choice makes consumers unhappy, causing ‘paralysis instead of liberation’. Having just traversed the murky waters of my annual mobile upgrade, I tend to agree with him.
So much changes in 12 months – the technology on offer now is, even to a tech-geek such as myself, quite staggering. And the number of options open to me was bewildering.
Every time I thought I’d picked the ideal handset to go for, a rogue review or retail offer would steer me in a different direction. My definitive wanted list went through multiple revisions before I forced myself into a decision...
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