Thomas Crampton

Social Media in China and across Asia

Are Tall Skinny Macchiatos Depressing?

Nov 13, 2008

The endless coffee choices at Starbucks (or any other coffee shop) can depress consumers, according to a slide presented at SIME by Christophe Cauvy, digital director of McCann for Europe. The diagram is from Swarthmore professor Barry Schwartz.

Increasing choice makes people happy up to a point, then turns negative.

This recalls a conversation I had with Steve Jobs about simplicity vs freedom and the iPod.

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