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  5. 5. Foursquare for Business: A Strategic Framework
  6. 6. Ogilvy On: Foursquare for Business (The Slides)

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Are Tall Skinny Macchiatos Depressing?

By thomascrampton ⋅ November 13, 2008 ⋅ Post a comment

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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View Comments for “Are Tall Skinny Macchiatos Depressing?”

  1. [...] Everyone likes having choices, but a recent study by a Swarthmore professor points out that Starbucks is the perfect example why too many choices may not be so [...]

    Posted by Sunday Reading: Reality Check « Midd Blog | November 16, 2008, 4:34 am

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    Posted by nutrition foods | January 30, 2009, 7:31 pm

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    Posted by Alana R Biemer | February 12, 2009, 1:41 am

  4. your blog is great 436 gratz!

    Posted by Alana R Biemer | February 12, 2009, 9:41 am

  5. [...] Everyone likes having choices, but a recent study by a Swarthmore professor points out that Starbucks is the perfect example why too many choices may not be so [...]

    Posted by Sunday Reading: Reality Check | June 5, 2010, 1:48 pm

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Thomas Crampton was a correspondent for the International Herald Tribune and The New York Times for more than a decade, reporting from five continents, writing a column on Asia and covering Asian politics, economics and culture. Currently based in Hong Kong, he writes here about China, the Internet and New Media seen from Asia, while also advising companies on digital communication strategies. For more information click here...