Too many choices (or unclear choices) can create friction for people to make a decision. So, the brands that win are often the ones that make decisions feel easier. Sometimes being clear and easy to choose means knowing what to say… and what NOT to say.
In this episode, Katie Mleziva (RealFoodBrands.com) and Clint Matthews (Start Right Foods) unpack the concept of decision fatigue and how it impacts things like shopper behavior, packaging, product assortments, and buying decisions.
You’ll hear:
• Why more choices, words, and icons are not always better
• The Cheesecake Factory “decision overload” example
• How shoppers make different decisions throughout a shopping trip
• Why packaging has to work so hard…even after popping on the shelf
• If Clint or Katie could better handle judging 25 cheesecakes in a contest without decision fatigue setting in
• The importance of communication hierarchy
• The famous “jam study” and what it tells us about consumer behavior
• How products move from shelf → cart → pantry/fridge/freezer → repeat
• A course Katie is taking through Texas A&M called Advanced Behavioral Economics — she’s loving it!
Katie also shares details about her free live Brand Strategy Q&A happening May 20, 2026. (sign up below)
Links & Resources:
• 🗓️ Sign up for the free Brand Strategy Q&A
• 🎙️Episodes mentioned
—4Ps of Sales Series Spotify Playlist
–Ep 114. Intentional Marketing: Getting ON the shelf, IN the cart, and OUT of the pantry/fridge/freezer
• When Choice is Demotivating: Can One Desire Too Much of a Good Thing? (aka “The Jam Study”)
If this episode gave you a new way to think about shopper behavior, packaging, or brand clarity, please share it with another food business owner who is working to build a brand that makes a positive impact.
Let’s Connect!
Connect with Katie Mleziva on LinkedIn or ➡️ Set up an intro call here if you’re ready to talk about your vision.
Let’s Go Shake Up Shopping Carts!
Katie Mleziva – Host & Food Brand Strategist