Choice

So far, we have examined the many ways consumers can be persuaded into making a decision.  But we have yet to truly cover that amount of choices that consumers have to weed through.  As one could have gathered from my posts thus far, I am deeply passionate about fly-fishing.  One of the most popular aspects of fly-fishing is the opportunity to tie and fish ones own personal creations.  Fly-tying is just as or more intricate and variable than any other aspect of the sport.  The amount of choice that anglers have in materials is truly mind boggling.  From hook choice all the way to thread and materials selections there are literally hundreds of thousands, possibly millions of available combinations for anglers.  So, this posses the question.  How can one ever make a decision with so much choice?

When shopping for fly-tying materials I tend to find myself lost in the labyrinth of peg boards and cubby holes stuffed to the brim with feathers and an assortment of game hides.  For consumers, it can be difficult to even know where to start when there are so many alike options to choose from.  When shopping, it is important for consumers to keep in mind of their desired results of their purchases.  This will help reduce much of the confusion and "noise" associated with too much choice.