“Learning to choose is hard. Learning to choose well is harder. And learning to choose well in a world of unlimited possibilities is harder still, perhaps too hard.” – Barry Schwartz, The Paradox of Choice: Why Less is More

In today’s hyper-connected world, we are inundated with choices. From selecting the perfect apple at the grocery store to scrolling through countless entertainment options on streaming platforms, the sheer abundance can feel liberating but also paralyzing. This phenomenon, known as the paradox of choice, is particularly pertinent in the arts sector. Here, both arts organizations and audiences navigate a sea of options, often leading to decision fatigue and disengagement. Understanding this paradox can help arts organizations refine their marketing strategies to better connect with their communities and boost engagement.

What is the Paradox of Choice?
Coined by psychologist Barry Schwartz, the paradox of choice refers to the counterintuitive idea that while some choice is necessary for freedom and satisfaction, too much choice can lead to anxiety, indecision, and reduced happiness. When confronted with a vast array of options, individuals often struggle to decide, ultimately feeling less satisfied with their decisions or avoiding them altogether.

This paradox is increasingly evident in the arts. Patrons are presented with a plethora of concerts, exhibitions, plays, and workshops, often leading them to forgo participation entirely in favor of simpler, more familiar entertainment options—like rewatching a favorite TV show at home.

A key component of the paradox of choice is the phenomenon of choice overload, where too many options create a sense of overwhelm and disengagement. Research highlights that excessive choices can lead to decision fatigue, procrastination, and even regret over the selections made. A recent study published in the Journal of International Marketing examined the effects of choice overload across cultural contexts, emphasizing its prevalence in Western settings, including the United States. This underscores the importance for arts organizations to recognize and mitigate these effects to maintain audience engagement.

Imagine this scenario: You wake up on a Saturday morning, eager to explore the local arts scene. A quick online search for “events near me” returns hundreds of results. Soon, you’re overwhelmed with questions. How much are the tickets? Where will I park? Is there a good restaurant nearby? What if I choose the wrong event and feel like I wasted my time or money?

Instead of feeling inspired, you’re now burdened with a litany of decisions. The mental load of sorting through options often leads potential patrons to abandon their plans altogether. This highlights a core issue: arts organizations must simplify the decision-making process to help audiences confidently choose their offerings.

Arts organizations face unique challenges in navigating choice overload. The need to balance diverse programming with clear, effective communication can be daunting. How do you present a wide range of events while ensuring audiences aren’t overwhelmed? How can you maintain accessibility without diluting the quality or appeal of individual offerings? Organizations must refine their approach to create both clarity and value for their patrons.

It is important to understand that most consumers—or in this case, our patrons—make a decision based on the memory associated with a similar decision in the past. Emotion bolsters the ultimate choice of whether to go out to see a well-known Broadway tour, a jazz ensemble performing pieces by 19th century composers, a dance company that breaks barriers with a revolutionary lyrical piece, or to simply stay home and watch that one comfort show they can so easily access at their fingertips. Choice is not always about the genre of entertainment being presented.

Strategies to combat choice overload
Arts organizations can and should turn the paradox of choice into an opportunity by adopting strategies that simplify decisions for their audiences. Here are some practical approaches:

1.    Curate and limit options
Rather than presenting audiences with an overwhelming array of events, focus on curated experiences that guide their choices. Highlight themed collections, “staff picks,” or seasonal recommendations to streamline the decision-making process. The Art Institute of Chicago’s “Playing Favorites” initiative allows staff to “share their favorite works from the collection along with personal stories and insights,” making it easier for visitors to navigate their options. Use data analytics to suggest events tailored to individual preferences, such as leveraging audience data to recommend shows that align with past attendance or expressed interests.

2.    Simplify ticketing and membership options
Arts organizations can reduce friction in ticket-buying by streamlining the purchasing process and providing information about parking, seating, and accessibility from a single webpage or FAQ page.

In a post-COVID society, subscription models need more attention than ever. The Theatre Facts 2021 study reported that subscriber counts fell nearly 25% over a five-year period from 2017 to 2021. Organizations should simplify subscription options by grouping events by genre, date range, or interest area. The Moss Arts Center at Virginia Tech provides an excellent example with its subscription model, which is tiered into the categories of Silver—which allows patrons to select any 5 to 11 shows out of the yearly season—Gold (12+ shows), Premier (all season shows), and Premier Plus (all season shows plus Broadway). This structure allows patrons to choose any show of interest for their subscription while accommodating different levels of commitment.

3.    Focused marketing campaigns
Instead of marketing everything to everyone, create campaigns that emphasize specific events or experiences, reducing noise and confusion. The Kennedy Center has utilized targeted email campaigns effectively for various events, such as their multi-channel efforts during the “35 Days of Giving” campaign for JFK’s Centennial. While this campaign focused primarily on fundraising, it demonstrated their ability to leverage email marketing tailored to specific audiences, including current and lapsed members, subscribers, and single-ticket buyers. Each email was designed with a clear theme and call to action, resulting in significant engagement and financial success.​

Arts marketers can also benefit from using emotional narratives to create a strong connection with potential attendees. Broadway Across America often highlights the personal journeys of cast members or the cultural significance of performances to entice ticket purchases.

4. Leverage Technology
Technology can be a powerful ally in combating choice overload. Allow users to explore options in an engaging way, such as through a decision-making quiz or a “build your ideal night out” tool.

Platforms like Spotify and Netflix have trained audiences to trust personalized suggestions. Arts organizations can emulate this by recommending events based on browsing history or ticket purchases.

5. Create a sense of urgency
Scarcity is a notion marketers use in nearly every facet of their strategy. However, author Joanne Scheff Bernstein cautions arts marketers in her book, Standing Room Only, of the potential implications of utilizing scarcity as an incentive for ticket buying. “People may think they’ll never be able to get tickets so they do not even try.” When utilized appropriately, messaging like “few tickets remaining” can nudge patrons toward action.

6. Foster community engagement
Engage your audience directly to make them feel invested in their choices. Chicago Shakespeare Theater has cultivated “audience enrichment” programming. Pre-performance lectures—dubbed “Pre-Ambles”—post-show discussions, and adult learning programs allow the audience to engage directly with cast members and creative staff, ask questions, and gain insights into the play’s themes, character development, and production details, enhancing the audience’s connection to the performance and deepening their understanding of the work.

Finding the Balance
The goal for arts organizations is not to eliminate choice but to manage it effectively. Audiences appreciate variety, but they also value guidance and simplicity. By providing curated, clear, and engaging options, arts marketers can enhance the patron experience while maximizing attendance and satisfaction.

The paradox of choice presents both a challenge and an opportunity for arts organizations. By understanding its psychological effects and implementing strategies to simplify decision-making, arts marketers can create experiences that resonate with their communities. With thoughtful planning, we can make it easier for our audiences to engage with the arts. After all, the goal isn’t just to offer choices but to help our patrons make choices they’ll love.

Kasey Socks is pursuing the Graduate Certificate in Arts Leadership at Virginia Tech and is on full time staff at the Moss Arts Center in the office of Advancement.