"Why more choice is a bad thing": The Paradox of Choice in Marketing
Ahead of the Curve with Coco Mocoe
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Show Notes
Hi, coconuts! Today’s episode of “Ahead of the Curve with Coco Mocoe” is all about what I like to call “The Paradox of Choice”. This is the idea that customers are more likely to make a purchase of a product when they are presented with less variations of said product.
This episode was inspired by the marketing podcast, “Nudge”, and their episode titiled: “Why too much choice is a bad thing”. Listen to that episode here and show them some love:
We will be discussing the power of repetition when it comes to brands like In-N-Out, Head & Shoulders, McDonalds and more. Then for the paid portion of the podcast, we will be applying these findings to the growth trajectory of some of the most viral creators on TikTok & one up-and-coming music artist.
One of my favorite Substacks this month, Toni Bravo (The Delicate Decade): https://tonibravo.substack.com/
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Time Stamps:
0:00 - Introduction
2:42 - “Why too much choice is a bad thing” episode on Nudge podcast
3:21 - The “Head & Shoulders” Study & The paradox of choice
8:56 - Why algorithms reward repetition
10:36 - When to experiment vs when to repeat as a creator online
12:45 - Crumbl Cookie Marketing Example
14:15 - The McDonalds Study
16:00 - Chasing trends as a creator
17:20 - “Blue Ocean Strategy” in Marketing
20:45 - “Branding is just repetition”
23:57 - PAID SEGMENT
Creators Who Used The Paradox of Choice Theory to Build a Cult-Like Following
24:33 - Toni Bravo: Beauty Influencer
27:15 - Jools “Very Demure” Lebron
29:00 - How to stand out from the rest of your niche as a creator
31:15 - Logan M “Cucumber Salad” TikTok Chef
33:48 - Keith Lee on TikTok
36:09 - The “Hollywood Hair Theory”
37:44. - “The Dare” & the power of branding
39:22 - Concluding Thoughts
Thank you for listening! To become a paid member and get access to every extended episode of the podcast, subscribe to the official substack for $9-a-month (cocomocoe.substack.com)
Do you prefer pop culture episodes or marketing episodes? Let me know in the reviews.
Leave a comment below of a creator, brand or artist who has used the power of repetition to go viral and build a cult-like following:
#Marketing #TikTok #MusicIndustry