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"Why more choice is a bad thing": The Paradox of Choice in Marketing

Did you know Head & Shoulder's sales increased when they cut back on their 20+ scents and only put out the basics? How can this lesson be applied to creators who grow a cult-like following online?
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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):

Thank you for leaving a review of the podcast on Apple and Spotify!

(My goal for Apple reviews is to get 500 by the end of the year and we are currently at 134)

Email: cocomocoe@gmail.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)

Coco Mocoe is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

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Coco Mocoe
Ahead of the Curve with Coco Mocoe
Coco Mocoe is a marketing professional with a background in entertainment and digital media. From producing videos with celebrities for TikTok and YouTube to dissecting internet phenomenons and trends -- she has done it. And now she will do it weekly on the podcast. Tune in each week for internet news, entertainment stories, rising stars, trend predictions and more. But most importantly, remembering the human behind the handles.
Business & Interview Inquiries: cocomocoe@whalartalent.com
Instagram: @CocoMocoe
YouTube: Coco Mocoe
TikTok: @CocoMocoe