Simplifying Your Summer to Enhance Satisfaction

Previously, we discussed how offering a full menu of add-on summer programs might be hurting more than it's helping you. Too much choice can damage your camp by diluting your brand, making it harder for you to attract campers.

The response I hear is that camps want to be able to offer something for everyone, especially providing more options for campers who attend the whole summer. This is an understandable desire, but the ROI might not be entirely positive. This is because there is a triad of psychological phenomena working against you.

To understand the dynamics at play, we need to first examine the work of psychologist Barry Schwartz. Schwartz is best known for coining the phrase "The Paradox of Choice." According to Schwartz, having too many options can lead to feelings of anxiety, decision paralysis, and dissatisfaction with one's final decision, regardless of the outcome's quality. This paradox suggests that an abundance of choices may, counterintuitively, lead to worse decision-making and decreased happiness. His research has been replicated time and again, making it almost irrefutable. So, let's state that again, as it seems so counterintuitive - more choices can limit enjoyment and/or satisfaction.

In a now-classic study (one I have mentioned here before), psychologists Sheena Iyengar and Mark Lepper presented grocery store shoppers with two different sampling tables: one with 24 varieties of gourmet jam and another with just 6 varieties. While more shoppers stopped to sample jams from the larger selection, fewer of them actually made a purchase. Only 3% of those who approached the table with 24 varieties bought jam, while 30% of the shoppers who approached the table with 6 varieties made a purchase. This study suggests that too many options may overwhelm consumers, making them less likely to make a decision. They called this choice overload.

Faced with too many options, we risk overloading our parents and campers. With too many options, especially ones that sound similar to each other, a parent may simply become overwhelmed and struggle to make any decision at all, opting not to enroll in any program and instead looking elsewhere for a program with more straightforward selections that better align with their desires.

Moreover, increased complexity in choice can lead to lowered overall satisfaction. Even if parents and campers manage to navigate through the myriad of options and make a selection, they might be left wondering if they made the "right" choice or if another program might have been better. This second-guessing can diminish the enjoyment and perceived value of the camp experience.

The attractiveness of simplicity cannot be overstated; when decisions are easier to make, satisfaction with those decisions tends to increase.

Finally, when we offer an abundance of choice, there comes an escalation of expectations. When presented with numerous options, consumers naturally expect to find an option that is perfectly tailored to their desires. t, when the selection is vast, parents feel that they should have been able to make the perfect choice. If the choice turns out to be less than ideal, they are more likely to blame themselves for the decision, increasing feelings of regret. This phenomenon was discussed in studies by Botti, Orfali, and Iyengar (2009), who found that when individuals have more control over their choices (implied by having more options), they experience more regret if their choices do not lead to the best possible outcome.

The risk is amplified at overnight camps as the parent isn't there to manage their kids' experience in the way they have come to expect. Sending their kids away, they want things to be perfect and stress-free. Finding out later that they have made the wrong choice may lead to increased self-blame when outcomes are not as expected.

We, therefore, need to curate a selection of programs that align closely with the camp's core identity and strengths. We need to simplify the decision-making process for parents and campers alike, enhancing satisfaction and reducing the potential for regret. This streamlined approach not only preserves the camp's brand but removes the excessive stress that excessive choice might create.

Embracing simplicity and focusing on what camps do best will not only mitigate the psychological burdens associated with excessive choice but will also pave the way for a more meaningful, memorable, and cohesive summer experience. In doing so, camps can better fulfill their mission of providing enriching experiences that foster personal growth, community, and ensuring that every camper departs with fond memories and every parent has a keen desire for their camper to return.