Consumer electronics is a rather crowded space with a swarm of brands trying to make their presence felt in every category — from wearables to televisions and headphones to laptops. Unless a shopper knows exactly what they’re looking to buy, consumers in this space often fall victim to ‘overchoice,’ a term coined by Alvin Toffler in his 1970 book Future Shock.
As the name suggests, the overchoice effect occurs when a buyer is overwhelmed by a large number of options available, often resulting in the person abandoning the decision-making altogether, or worse, taking their business elsewhere.