So, you want to buy a bottle of wine. You walk into the wine shop, grocery store, or wherever wine is sold where you live and observe the selection. More often than not, you’re met with aisle upon aisle of hundreds if not thousands of bottles. How does that make you feel? Are you overwhelmed? Exhilarated? Indifferent?
In retail, people can become overwhelmed by the selection to choose from, or what is otherwise known as “choice overload”. Studies in many different retail settings have shown that choice overload does exist and that it can lead to decreased customer satisfaction and decreased sales for a given store. In wine, however, the concept of choice overload has not been tested in a scientific setting until now.
Recommended for You
The views and opinions expressed within the pages of the HoosNetwork are those of UVA alumni bloggers and are not necessarily representative of, or approved by, the University of Virginia. Posting an article to HoosNetwork is not an endorsement.
The University of Virginia prohibits discrimination and harassment on the basis of race, religion, national or ethnic origin, age, sexual orientation, disability, or any classification protected by local, state, or federal law.