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FEATURE26 August 2019

In the driving seat

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Europe Features Impact Retail Trends

Research on choice by Join the Dots has found that consumers in Germany are finely balancing their need for control with the freedom of convenience. By Kate Skivington.

Our need for choice is important because it gives us a feeling of freedom and personal responsibility – but too much choice can evoke negative emotions.

Globally, we are seeing a trend of choice overload, as we are exposed ...