Yes, consumers will tell you time and time again in research that they want choices. When faced with choices in a direct marketing offer, however, choices can actually reduce your response. It doesn't make sense, does it? One reason that choices or options tend to reduce response is that it makes the prospect stop and think about which is better rather than acting. You can test this for yourself, of course, but years of testing suggest that a single offer will usually out pull multiple options. The same is true when using premiums. One premium will usually outperform an offer that gives your prospect or customer a choice of gifts.
