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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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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...