The Psychology of Choice – What Online Dating and Retail Have in Common
The amount of thought that goes into everything we do every single day is astounding. Whether it’s finding a high-quality restaurant, the perfect dating match or the perfect PC, we could all use a little help. Choice Paralysis is a real threat, and that is why choice simplification is what everyone in marketing and business should be striving toward.
Microsoft is most widely known for its Operating System, Windows. They work with dozens of global manufacturers to embed their technology into the devices you know and love today – HP, Dell, Lenovo, Samsung, Asus, and Acer, to name just a few. With hundreds of devices with varying features at multiple price points, it can be very confusing for consumers to find the right device.
If not addressed, for a multinational brand like Microsoft, it means the loss of an unacceptable number of purchase intenders every year. Find out what makes decisions so complicated, why consumers get stuck, and how Microsoft has accepted the challenge of simplifying choice – to position themselves and their retail partners as trusted advisors.
About the speaker
Mike Gardea is a Channel Marketer at Microsoft.
He leads digital marketing efforts for Windows, providing strategy, digital innovation solutions, and online guidance for retailers worldwide. He is currently working on a scalable solution to simplify choice for PC consumers (i.e. how to match the perfect PC to the right person).
Mike is a U.S. Air Force veteran. In 1995, he was awarded the Silver Roger with Tops in Blue, a U.S. Air Force Entertainment group. He traveled to 17 countries and 40 states, performing in a USO-style show to boost troop morale. Beyond his tenure with the armed services, he has also worked for DreamWorks SKG, The Walt Disney Company, and Berkshire Hathaway.
When he isn’t glued to a computer screen, he spends time entertaining his wife and 2yr old son. He enjoys gaming, playing guitar, and hiking the great outdoors of Washington State.
He’s also guilty of some occasional karaoke!