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Are Tall Skinny Macchiatos Depressing?
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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[…] 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 […]