Nicholas Lising-White is a behavioural analyst at Canvas8. With a degree in human geography from UCL, he is interested in the impact of differing cultural conditions on human behaviour. Outside of work, he can be found meandering between cafes on his bike, testing his culinary skills, and intermittently pottering around a rugby pitch.

Dr. Nathan Cheek is an assistant professor of psychological sciences at Purdue University. His research lies at the intersection of social cognition and judgement and decision-making – focusing on prejudice and inequality, and choice processes.

Global

United States

Behavioural Sciences

Shopping

Variety

Insider

IndieWire

Interview with Dr. Nathan Cheek conducted by the author

Journal of International Marketing

The Media Leader

Forbes

PR Newswire

The Conversation

Pew Research Center

Ipsos

Klarna

Debate has raged on about whether consumers need more options when they’re shopping or if a wide variety of products overwhelms them instead. Canvas8 spoke to Dr. Nathan Cheek about how consumers respond to differing levels of choice when they shop – how much is too much, too little, or just right?

Cultivate

Growth and Progression

How much is too much? The science of choice overload