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.