It can be good, bad, or irrelevant.
Choice is good when it gives me entirely new options I don’t have at home, or when it gives me variations that matter to me:
- Things left out, like fragrance in detergent or lactose in milk
- Things left in, like real chocolate in candies or caffeine in tea
- Different sizes, like large ones for bulk savings or small ones for portability
Choice is bad when it overwhelms me with options at the end of a lengthy initial provisioning trip and I have to decipher new categories to find what must be here (Mustn’t it?): regular, original, plain Kleenex, dagnab it. Neither ultra soft nor anti-viral; nor yet a tissue infused with greasy (sorry, soothing) lotion. As the residual option, “trusted care” might be what I’m looking for, but the graphic suggests it’s either a heart-healthy option or something to give your sweetie for Valentine’s Day, soon upon us, so who knows?
Choice is irrelevant when it offers me options that don’t appeal to me and that can’t possibly appeal to anyone: flavours of peach, ale, and habanero. And not just singly: combined in one tray of defenceless bratwurst.
And yet. Someone is buying anti-viral Kleenex and peach-ale habanero brats. Maybe together. Just imagine.
Thank goodness no one gave me the job of selecting a reasonable range for choices. Thank goodness no one person has that job.