Building Your Personal Brand on LinkedIn - Expert Planet- 2024
2011 monitor minute_september-27
1. Paul Hanus
Paul.Hanus@thefuturescompany.com
September 27, 2011
Not another decision!
Marketing to the 'decision fatigued' consumer
The Bottom Line
The more decisions a consumer makes in a day, the more taxing the process becomes. Focusing on
the ways to ease this decision fatigue so that consumers can engage and make the right choice for
their needs is a rising opportunity.
At the Root
A complex, information-saturated Consumers expect products The return of risk and the need to
environment tailored to their individual taste regularly assess it
The average American consumed 33.8 69% agree, “Businesses care more 77% agree, “I am constantly aware of
gigabytes of information in 2008, up about selling me products and services the need to identify and manage the
from 9.8 in 1980 1 that already exist, rather than coming risks that surround me in the world
up with something that really fits my today” 3
lifestyle.” 2
Telling the Story
Paper or plastic? Facebook, Twitter or Google +? Cook, takeout, fast food or dine .
out?
These are just a tiny sliver of the choices the average consumer makes in a day. All
are manageable when viewed in isolation. But for consumers balancing their desire
for “just right for me” solutions in an environment that offers virtually limitless access
to information, the cumulative effect of all these choices can be challenging. In fact,
recent research indicates that the very act of deciding can wear down mental “…Simply the act of choosing can cause mental
fatigue. Making choices can be difficult and taxing,
willpower to the point that making a good choice becomes nearly impossible.
and there is a personal price to choosing."
The result of this decision fatigue is often one of two outcomes. Consumers opt for Kathleen D. Vohs, PhD, et al "Making Choices Impairs
the least mentally taxing choice, resulting in an impulsive, hasty selection (and, Subsequent Self-Control"
often, buyers’ remorse). Or, perhaps more likely in a time when money is scarce and