Can Polar Opposites Become Mirror Images?

摘要

Consumers tend to stick with what they know, rather than risk trying something new. In an age of "personalization," companies engineer many products so they can appeal to a broad audience, but with a tailored offer. It's why there are so many types of breakfast cereals, cable television stations, even blue jeans. There are costs associated with so many choices. Consumers must invest more time evaluating options and often feel dissatisfied with their decision. The result is consumers may reject what's new in order to save time and to limit their risk of disappointment.