Tuesday, February 09, 2021
Choice is a Chore
A poster in a convenience store promoting the store-brewed coffee over the wide variety of canned an bottled prepared coffee in the refrigerator, implying a negative, troublesome side to choice, which Japanese are more keenly aware of (Markus & Schwartz, 2010) but also leads to non-optimal outcomes in the West too (Schwartz & Ward, 2004).
My translation of the poster
No need to choose.
No need to search.
Just ask at the till ♡
You'll soon be able to drink ♡
Our specialty taste ♡
100 Yen Ice Coffee
Please order at the till.
The second, transparent poster says that customers can collect stamps by purchasing the drinks in the fridge.
Markus, H. R., & Schwartz, B. (2010). Does Choice mean Freedom and Well-Being?. Journal of Consumer Research, 37(2), 344-355.
Schwartz, B., & Ward, A. (2004). Doing Better but Feeling Worse: The paradox of choice. Positive psychology in practice, 86-104.
Labels: japanese culture, nihonbunka
This blog represents the opinions of the author, Timothy Takemoto, and not the opinions of his employer.