ABSTRACT
An emphasis on choice processes has led some to believe that the marketing system is horrible as we provide too many choice options and create anxiety in consumers. It is hard to argue against there being too many brands in many product categories, but most consumers are not dithering about how to pick the best one. However, marketers understood consumers better and the fact that they may have problems with debt if they do not pay off their account each month. Debit cards are now used far more frequently than credit cards. Many college students have learned to leave their credit and debit cards at home when they go out for a night at the bars, so that they will be limited to spending the amount of cash they carry. Marketers can make consumers more comfortable, in part at least, by emphasizing aspects of the product or service that make choice more easily justifiable.
