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Comment by amanaplanacanal | Hacker News Reader

Wow. This is like complaining about going into my local pub for a beer and discovering they have a dozen taps. Well sure, different people like different things, and sometimes I might want a creamy stout, and sometimes a West Coast IPA, and sometimes a light lager on a hot summer day.

I guess life was better for those behind the iron curtain that only had one brand?

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I think both extremes can be suboptimal (no choice and too much choice). See for example ‘the paradox of choice’ - research done by Barry Schwartz and later by Sheena iyengar https://modelthinkers.com/mental-model/paradox-of-choice

I'm not sure this imagined scenario, where coffee shops ask where you want your beans from, would apply to this study:

"displayed 24 jams in a busy supermarket for tasting...60% of customers stop[ped and tasted], 3% [made] a purchase."..."Next, 6 jam jars....[40% stopped, less than 60%], but...purchases went up [from 3%] to 30%."

It reeks of the worst sins of early-TED-era social psychology experiments: tons of obvious confounders.

For instance, 24 samples at a table that was 50% busier means I'm thinking I'll come back and wrap up my tryout next week or whenever: it's very busy and I can't afford 15 minutes to sit around trying to maintain tasting notes on something I didn't have intent to buy anyway -- if I did, I wouldn't be sampling!

It also means less 1:1 salesmanship contact with the purveyor of samples, and 4x of much investment needed on their part.

It also depends on how popular the place is, and the customer demographic. Continuing with that example, if it's a small grocery store in a town with a population of a few thousand people, sure, there's definitely no point in having 24 different types of jam. However, if it's a store specializing in jam, in a large city, then having a larger selection makes sense, especially when you have someone working there who you can ask to recommend something. Sadly that usually also implies higher prices.

> research done by Barry Schwartz and later by Sheena iyengar

Per the article, Sheena Iyengar did the study on 2000 and then ”This study became a central example in Barry Schwartz's 2004 book, The Paradox of Choice.”

On a related note, this is one of the main reasons we like Costco. Fewer SKUs means less cognitive load and easier shopping.

Thinking about it, my local Costco has a huge coffee selection... one side of a whole isle. Only coffee gets that treatment!

This is my problem in every situation.

Want a car? Here are thousands of options. Want a fridge? Good luck in market research. Want a TV? Nope, I will not help. Too many variables. Bottle of water? Here are hundreds of options. Let's guess why one bottle can cost x100 times more than another.

Sometimes I just want simple things ... Like to drink a cup of coffee.

In my student time. There was a shop where we bought "Beer", "Cognac" or "Vodka", with corresponding simple labels. No trademarks, no info on producers. Very easy to choose.

I find coffee very approachable for people without any experience. If you have a good barista they should be able to make a good recommendation for you. Maybe start with something nutty or chocolatey and if you are a bit more adventurous, try a coffee with a berry flavored profile. For me the big surprise was when I started with specialty coffee that I could taste the difference between very small changes when pulling a shot.

> Want a fridge? Good luck in market research.

If paralysed by consumer choice I would lean on Which?[0] magazine which is run by the Consumers' Association charity. Perhaps there is something similar in your geography.

> In my student time. There was a shop where we bought "Beer", "Cognac" or "Vodka", with corresponding simple labels.

This reminds me of the grocery store in the film Repo Man[1] which had a few digs at consumerism. I prefer to know where my alcohol is from & who made it but I pass no judgement.

[0]https://en.wikipedia.org/wiki/Which%3F [1]https://en.wikipedia.org/wiki/Repo_Man_(film)

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