To buy or not to buy?

I forget the number of times I have stood in a Bookshop, usually at a train station or airport, killing some time and thinking to myself...to buy or not to buy? I will no doubt have a book in my hand which I really want to read, so what stops me making the purchase?

It is the offer which comes with the book. Buy one, get one half price.
Now instead of spending £7.99 I am faced with spending over £10. I don't have to, but I feel cheated somehow if I don't.

So what do I do? Normally I look around to find something else I really want to read...the problem is now there is too much choice. I can never find another book that I want to read as much as the book in my hand. The outcome? I put the book in my hand back and I leave the store having purchased nothing, thinking to myself I will pick it up at a later date.

If the offer had been buy one get one free...more tempting getting something for free!
Or if the original book had some money off...wonderful!
Even if there had been no offers to be had, more than likely, that store would have made a sale.

Too much choice leaves us baffled, confused and with underlying doubt in our minds. Have we made the right decision? What if this book isn't very good and I have wasted my money (more than I wanted to spend anyway). Will I be forced into making the "wrong" purchase?

What I want in a shop is the ability to make a clear and snap decision. Less is more, I want choice but I need to be guided towards making that purchase (but without knowing it!)

The choice is clear. Give the customers the option or bogof!