Retailers have long followed the mantra of “stack it high and watch it fly”. In fact, stores often pile goods to the ceiling, make shoppers navigate in-aisle displays, and price everything with bright and obnoxious signage. However, some progressive retailers have discovered that reducing “choice” can actually boost sales. And in terms of cloud computing, one successful vendor has taken a page from this retailing playbook by removing confusing computing choices.
In “Less is More in Consumer Choice”, I cited a 2007 study in which researchers conducted experiments in a shopping mall aimed at understanding mental fatigue associated with too much choice. The studies concluded that when faced with too many buying options, study participants couldn’t stay on task in completing projects—in effect their brains were overwhelmed by choice overload…


