Give people less choice

Choice generates interest, but doesn't aid decision-making.

“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?

Tagged:

Comments

  • http://daveshrein.com Dave Shrein

    I just dropped some thoughts on this today! My example was don’t promo all your giving options at one time. Highlight one option to educate individuals on and then down the road, choose another.

    Great post.

Popular Articles