In one of my best sales jobs, I got a full day training course on choice fatigue and how to guide customers to both maximize revenues and their happiness. The business I worked for had high rates of customer return, so the training was centered not around scalping the most money today but how to develop a lifetime relationship where we maximize LTV.

It was pretty fascinating. I ended up doing a fair bit of independent research on the topic to see if it was just same sales BS or a known psychological phenomenon, and it turns out it's a well-known branch of psychology/sociology. (Not necessarily related to the Decision Fatigue / Ego Depletion theory which has been tough to replicate, but is probably true in some respect).

Coincidentally enough, I took that education to my next job, which was waiting tables, and it held up there very well. The key, in my opinion, is actually being deeply knowledgeable about the product so your recommendations are authentic. Bonus points if you use the product.

Circuit City stores, back when they had entire walls of VCRs and tape decks and receivers, all of which were "on sale" (ahem), instructed their salespeople to always give customers definitive advice in their price range. "Oh, this Sony is the absolute best tape deck." Once people had reassurance that they were making the right choice, even from a total stranger, they'd open their wallets. But not before.

It's definitely real! At least as far as my N=1 dataset is concerned. I dislike having to pick a seat when they're all kind of the same. Just tell me where to go, I have to make enough decisions at other times in life.

There is obviously better tables. Near the windows. Away from busy traffic.

Fascinating.

It seems like some table choices are better for the customer, some are better for the server. As a customer I like to be away from the other tables and the server wants everyone together in a noisy clump.

Yes, I remember that campgrounds in the American Rockies let you choose your spot, while in the Canadian Rockies they assign you one. And I realized we were simply happier in Canada!

Ah, so applying the parenting strategy to adults.

“Allow the illusion of choice”.