When buying practically anything, we face a choice. Or at least that’s what we think. In reality, most decisions we make in stores or online were made for us long ago – by manufacturers, marketers, and shopping experience designers. This isn’t about conspiracy theories but about a proven business strategy. Companies know exactly that too wide a choice paralyzes the customer. Instead of buying anything, they leave empty-handed, overwhelmed by options. That’s why the offering is carefully limited – seemingly giving freedom, in practice directing the consumer in a pre-planned direction. It’s a subtle mechanism, but incredibly effective. And it works on every one of us.
The Paradox of Choice – why does less mean more for the seller?
This phenomenon was described as early as the 1920s, but gained true recognition through experiments conducted in supermarkets. It turned out that a stand with six types of jam generates more sales than one with twenty. Customers with a smaller selection made purchasing decisions more often. A wider choice paradoxically led to abandonment. Manufacturers use this knowledge on a massive scale. Instead of offering dozens of product variants, they limit themselves to three or four – but drastically different ones.
For example, devices such as mods represent a huge market, which is why only those variants that are drastically different are selected to limit their number and make the decision easier. One model may be suitable for beginners, another for advanced users, a third for minimalism enthusiasts. This isn’t coincidence – it’s a deliberate approach that makes customers decide faster and return to competitors less often.
Ready Kits – is this convenience that restricts?
The next step in limiting consumer freedom is ready kits. Instead of letting customers select components independently, the manufacturer packages them into one set and sells it as a complete solution. For example, kits, which may eliminate the need to separately match elements, but this is only an illusion. On the surface, it’s pure convenience – you don’t have to wonder what goes with what, everything is matched and ready to use.
The problem is that we lose control over what we’re buying. Maybe you’d prefer a different variant of one of the elements? Maybe one component in the set is unnecessary while you’re missing another? It doesn’t matter. The manufacturer decided for you. The same happens in clothing stores – instead of buying pants and a sweatshirt separately, you get a matching set. Furniture stores sell ready living room sets. Technology companies offer service bundles. The same logic everywhere: less thinking, faster decisions, more sales.
Interfaces That Don’t Teach – simplicity at the cost of knowledge
A similar mechanism works in the technology world. Modern devices are designed to be intuitive. Sounds wonderful, right? The problem is that intuitiveness often means hiding all advanced options. The user clicks one icon and something happens – but doesn’t know what, why, or how to change it. Mobile apps are masters of this art – big, colorful buttons, minimal settings, zero technical details. The result? We use the device but don’t understand it.
We don’t know how it works, what it controls, what its limitations are. We’re dependent on ready solutions because we never learned the alternative. Manufacturers deliberately design interfaces that don’t educate. Why? Because an educated user is one who might leave for competitors, modify the product, or stop buying newer versions altogether.
Once you try it, it’s hard to return to old habits
The ultimate control tool is closed ecosystems. You buy a phone from one brand, then headphones from the same brand because they work best together. Then a watch, tablet, computer. Each subsequent purchase makes it harder to switch to competitors because you’d lose compatibility, synchronization, convenience. This isn’t coincidence – it’s strategy. Manufacturers consciously build walls around their products.
“Proprietary unique connectors, unique file formats, services available only within a single platform. All to keep you inside. Because if you could freely combine products from different brands, you’d have real choice. And real choice is the last thing a manufacturer wants. As a result, you pay more, have fewer options, and your brand loyalty is the result not of quality but of a trap” – advises eliqvapoteur.com.
Are we aware of how much our decisions are directed from above? And having this knowledge, will we change anything in our consumer choices?
