Give people less choice

“In a study led by Sheena Iyengar, a management professor at Columbia University Business School, one group of people was presented with samples of six different jams available for purchase while another group was presented with twenty-four different jams. The twenty-four-jam group showed much greater interest when sampling, but the six-jam group was ten times more likely to actually purchase a jam. We’re ten times more likely to take action when choice is limited!”

From ‘18 Minutes: Find Your Focus, Master Distraction, and Get the Right Things Done‘.

It’s a simple point, and it makes sense:

Less choice = more action.

Not easy in churches with lots going on, and lots to communicate. But I think this has at least 2 implications for church communication:

  1. Don’t bombard people with opportunities to volunteer. The more specific and relevant to the individual, the more likely they will respond.
  2. Don’t bombard people with upcoming events to attend/invite a friend to. If people are overwhelmed with lots of opportunities, rather than carefully considering and choosing, they will probably end up doing nothing.

Can you think of any others?

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