Do you want variety and lots of choices?
Well, yes, kind of. While we always seemed to be consumed by desiring variety, what we really want most is stability, consistency and congruence.
Think of your favorite burger joint (cheese-steaks and hoagies here in Philly) and ponder why you like to come back. I am certain that most places are loaded with a variety of choices that you were attracted to.
Once you are hooked, and you have found the one to a few items you really like, your brain flips over to the other side of variety: now you want the same thing in the future. That becomes the reason why you want to come back. You can count on getting the same responses of your taste buds and you feel good about food and the place.
It works like a charm. We have become hooked to Cheeburger Cheeburger and a small-hole-in-the-wall-cash-only place called PJ’s. On a broad scale this has worked for any big food chain that you can shake a stick at just the same as it does for any other brand.
You think you want variety, but what you really value is consistency and stability. It applies to just about any product and service you need and want. Make good use of this knowledge if you happen to own a business. In case you are an unsuspecting consumer, stop wondering why you are buying a $4 to $7 coffee at Starbucks – and you are coming back again and again.