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comparison-cost

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    Decision Fatigue Entry #0848

    Why a returning customer is shown fewer options, not more

    Past behaviour narrows the relevant set for a returning customer, sparing the brain comparison cost that would otherwise delay or prevent a repeat purchase.

    Adept
    The hidden part #0848

    Personalisation is not about showing the customer what they want — it is about hiding what they do not need to see. Every hidden option is a comparison saved.

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    Decision Fatigue Entry #0837

    The reason a curated shop outsells one that stocks everything

    A curated shop outsells a full-range one because curation absorbs the comparison cost, delivering a decision the shopper can accept rather than one they must construct.

    Adept
    The hidden part #0837

    Curation is not about what is on the shelf — it is about what has been taken off. Every removed bottle is a comparison the shopper no longer has to make.

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