{"id":717,"date":"2015-01-23T00:00:00","date_gmt":"2015-01-23T00:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/the-paradox-of-choice-speed-summary\/"},"modified":"2019-11-19T16:32:58","modified_gmt":"2019-11-19T16:32:58","slug":"the-paradox-of-choice-speed-summary","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/","title":{"rendered":"The Paradox of Choice [Speed Summary]"},"content":{"rendered":"<ul>\n<li><a href=\"http:\/\/www.amazon.co.uk\/The-Paradox-Choice-More-Less\/dp\/0060005696\">The Paradox of Choice: Why More Is Less<\/a><\/li>\n<li>Author:\u00a0Barry Schwartz<\/li>\n<li>Publisher: \u00a0HarperCollins<\/li>\n<li>Publication date: 2005<\/li>\n<\/ul>\n<p>The success of your next innovation will depend on whether you are marketing to &#8216;Satisficers&#8217; or\u00a0&#8216;Maximisers&#8217;.<\/p>\n<p>To find out whether\u00a0you and your consumers are Satisficers or Maximisers take the test below.<\/p>\n<p>In\u00a0many categories, consumers are primarily &#8216;Satisficers&#8217; &#8211; they\u00a0opt for\u00a0the first product they find that they believe\u00a0will satisfy their\u00a0needs (including price needs). Satisficers use\u00a0a <em><strong>&#8216;take the first<\/strong><\/em>&#8216; rule (heuristic) for shopping &#8211; take the first product that meets requirements.\u00a0To succeed with Satisficers, innovators have to optimise the availability of the new product &#8211; on the shelf and in the mind of Satisficers (by advertising) &#8211; so that these &#8216;take the first&#8217; consumers\u00a0see your innovation first.<\/p>\n<p>&#8216;Maximisers&#8217;, on the other hand are consumers who don&#8217;t just want their needs satisfied, they want to get the best product and best deal available &#8211; they want to maximise value. They work with a &#8216;<strong><em>take the best<\/em><\/strong>&#8216; shopping rule. \u00a0So Maximisers conduct an exhaustive and often exhausting search for the best offer available. To succeed with Maximisers, innovators need to ensure their product or service offers the maximum value on the market.<\/p>\n<p>The\u00a0Paradox of Choice, by psychologist Barry Schwartz, is a influential book about how consumers make choices, and the tyranny of choice both Satisficers and Maximisers\u00a0face in today&#8217;s cluttered markets. \u00a0The paradox referred to in the title is all about how (offering) more choice can sometimes mean fewer sales. \u00a0Why? Because we\u00a0are all suffering from &#8216;choice overload&#8217;; there are just too many products out there to scan through to either satisfy needs or maximise value.<\/p>\n<p>According to Schwartz and extensive research, offering more choice creates a psychological burden that can turn consumers off, because more choice means more\u00a0time and effort to choose and\u00a0increased odds that\u00a0you&#8217;ll make the wrong choice and regret it. Schwartz\u00a0points to the famous \u2018<a href=\"http:\/\/digitalintelligencetoday.com\/the-jam-study-strikes-back-when-less-choice-does-mean-more-sales\/\">Jam Study<\/a>\u2019 that found that consumers were 10 times more likely to purchase jam from a range of 6 jams, than they were from a range of 24. Less choice, more sales.<\/p>\n<p>So offering more choice to consumers may not always be good &#8211; even though\u00a0more choice should mean more and happier consumers, More choice should mean individual needs\u00a0will be\u00a0better satisfied, and more choice should mean\u00a0an\u00a0enhanced a sense of autonomy (personal freedom), one of the three core drivers of human wellbeing (along with relatedness and competence). But more choice sometimes backfires &#8211; because it&#8217;s\u00a0inconvenient and risky.<\/p>\n<p>As a result, Schwartz argues that brands should not always seek to maximise choice for consumers by launching endless variants and line extensions. If a category is cluttered, leave it alone &#8211; unless you can be the best, and outspend competitors on distribution and advertising.\u00a0Interestingly, in <a href=\"http:\/\/digitalintelligencetoday.com\/the-jam-study-strikes-back-when-less-choice-does-mean-more-sales\/\">followup research to the book<\/a>, psychologists have identified when adding more choice can be counter-productive<\/p>\n<ul>\n<li>\u2018Low involvement\u2019 products where people want minimise effort<\/li>\n<li>New categories, where people are unclear about their preferences<\/li>\n<li>Complex products that make deciding difficult<\/li>\n<li>Complex categories where options are difficult to compare<\/li>\n<\/ul>\n<h3>The Brand Genetics Take<\/h3>\n<p>As an innovation agency, we have a vested interested in the idea that more choice is (nearly) always better. By launching a new variant, flavour, size, pack or branding, companies can better meet the diverse needs of the market. The Paradox of Choice is a useful challenge to this idea &#8211; sometimes launching another new product or line extension\u00a0will not be commercially\u00a0astute, particularly in cluttered categories.\u00a0Product innovation is not always the answer to an innovation brief &#8211; service innovation, channel innovation, profit model innovation may work better.<\/p>\n<p>On interesting implication of the Paradox of Choice is that innovators should focus on making choosing easier for consumers. \u00a0He who makes choice easiest, wins. One way to to this would be for brands to\u00a0become category curators, showcasing with a limited range of the best available, and helping consumers compare. Another way would be for innovators to bundle features into a &#8216;does-it-all&#8217; product &#8211; one product that does it all including rendering an\u00a0exhausting exhaustive search redundant.<\/p>\n<p>Instead of &#8216;how\u00a0can we better meet needs?&#8217;, the lesson from the Paradox of Choice is that innovators should be asking &#8216;how can we make it easier for people to choose?&#8217;<\/p>\n<p><strong>\u00a0THE MAXIMISATION SCALE<\/strong><\/p>\n<div class=\"page\" title=\"Page 4\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Whether you are a Maximiser or Satisficer can depend on the product category, but Schwartz believes, we have a natural tendency to one of the other.\u00a0The statements below distinguish maximizers from satisficers. Subjects rate themselves from 1 to 7, from \u201ccompletely disagree\u201d to \u201ccompletely agree,\u201d on each statement. We generally consider people whose average rating is higher than 4 to be maximizers. When Schwartz\u00a0looked at averages from thousands of subjects, he\u00a0found that about\u00a0a third scored higher than 4.75 and a third lower than 3.25. Roughly 10 percent of subjects were extreme maximizers (averaging greater than 5.5), and 10 percent were extreme satisficers (averaging lower than 2.5.)<\/p>\n<ol>\n<li>Whenever I\u2019m faced with a choice, I try to imagine what all the other possibilities are, even ones that aren\u2019t present at the moment.<\/li>\n<li>No matter how satisfied I am with my job, it\u2019s only right for me to be on the lookout for better opportunities.<\/li>\n<li>When I am in the car listening to the radio, I often check other stations to see if something better is playing, even if I am relatively satisfied with what I\u2019m listening to.<\/li>\n<li>When I watch TV, I channel surf, often scanning through the available options even while attempting to watch one program.<\/li>\n<li>I treat relationships like clothing: I expect to try a lot on before finding the perfect fit.<\/li>\n<li>I often find it difficult to shop for a gift for a friend.<\/li>\n<li>Renting videos is really difficult. I\u2019m always struggling to pick the best one.<\/li>\n<li>When shopping, I have a hard time finding clothing that I really love.<\/li>\n<li>I\u2019m a big fan of lists that attempt to rank things<br \/>\n(the best movies, the best singers, the best athletes, the best novels, etc.).<\/li>\n<li>I find that writing is very difficult, even if it\u2019s just writing a letter to a friend, because it\u2019s so hard to word things just right. I often do several drafts of even simple things.<\/li>\n<li>No matter what I do, I have the highest standards for myself.<\/li>\n<li>I never settle for second best.<\/li>\n<li>I often fantasize about living in ways that are quite different from my actual life.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/VO6XEQIsCoM\" width=\"960\" height=\"720\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/vw2O3om9JiU\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/1bqMY82xzWo\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>","protected":false},"excerpt":{"rendered":"<p>The Paradox of Choice: Why More Is Less Author:\u00a0Barry Schwartz Publisher: \u00a0HarperCollins Publication date: 2005 The success of your next innovation will depend on whether you are marketing to &#8216;Satisficers&#8217; or\u00a0&#8216;Maximisers&#8217;. To find out whether\u00a0you and your consumers are Satisficers or Maximisers take the test below. In\u00a0many categories, consumers are primarily &#8216;Satisficers&#8217; &#8211; they\u00a0opt for\u00a0the [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":718,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-717","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Paradox of Choice [Speed Summary] - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Paradox of Choice [Speed Summary] - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"The Paradox of Choice: Why More Is Less Author:\u00a0Barry Schwartz Publisher: \u00a0HarperCollins Publication date: 2005 The success of your next innovation will depend on whether you are marketing to &#8216;Satisficers&#8217; or\u00a0&#8216;Maximisers&#8217;. To find out whether\u00a0you and your consumers are Satisficers or Maximisers take the test below. In\u00a0many categories, consumers are primarily &#8216;Satisficers&#8217; &#8211; they\u00a0opt for\u00a0the [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/\" \/>\n<meta property=\"og:site_name\" content=\"Brand Genetics\" \/>\n<meta property=\"article:published_time\" content=\"2015-01-23T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-19T16:32:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/Paradox.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"435\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Paul Marsden\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paul Marsden\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/\"},\"author\":{\"name\":\"Paul Marsden\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/e3b7281c29b42326e03b6d95b51f8510\"},\"headline\":\"The Paradox of Choice [Speed Summary]\",\"datePublished\":\"2015-01-23T00:00:00+00:00\",\"dateModified\":\"2019-11-19T16:32:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/\"},\"wordCount\":1091,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/Paradox.jpg\",\"articleSection\":[\"Speed Summaries\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/\",\"name\":\"The Paradox of Choice [Speed Summary] - Brand Genetics\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/Paradox.jpg\",\"datePublished\":\"2015-01-23T00:00:00+00:00\",\"dateModified\":\"2019-11-19T16:32:58+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/e3b7281c29b42326e03b6d95b51f8510\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/#primaryimage\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/Paradox.jpg\",\"contentUrl\":\"https:\\\/\\\/brandgenetics.com\\\/wp-content\\\/uploads\\\/2019\\\/11\\\/Paradox.jpg\",\"width\":1140,\"height\":435},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/pt\\\/the-paradox-of-choice-speed-summary\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/brandgenetics.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Paradox of Choice [Speed Summary]\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#website\",\"url\":\"https:\\\/\\\/brandgenetics.com\\\/\",\"name\":\"Brand Genetics\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/brandgenetics.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pt-BR\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/brandgenetics.com\\\/#\\\/schema\\\/person\\\/e3b7281c29b42326e03b6d95b51f8510\",\"name\":\"Paul Marsden\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g\",\"caption\":\"Paul Marsden\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Paradox of Choice [Speed Summary] - Brand Genetics","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/","og_locale":"pt_BR","og_type":"article","og_title":"The Paradox of Choice [Speed Summary] - Brand Genetics","og_description":"The Paradox of Choice: Why More Is Less Author:\u00a0Barry Schwartz Publisher: \u00a0HarperCollins Publication date: 2005 The success of your next innovation will depend on whether you are marketing to &#8216;Satisficers&#8217; or\u00a0&#8216;Maximisers&#8217;. To find out whether\u00a0you and your consumers are Satisficers or Maximisers take the test below. In\u00a0many categories, consumers are primarily &#8216;Satisficers&#8217; &#8211; they\u00a0opt for\u00a0the [&hellip;]","og_url":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/","og_site_name":"Brand Genetics","article_published_time":"2015-01-23T00:00:00+00:00","article_modified_time":"2019-11-19T16:32:58+00:00","og_image":[{"width":1140,"height":435,"url":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/Paradox.jpg","type":"image\/jpeg"}],"author":"Paul Marsden","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Paul Marsden","Est. tempo de leitura":"5 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/#article","isPartOf":{"@id":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/"},"author":{"name":"Paul Marsden","@id":"https:\/\/brandgenetics.com\/#\/schema\/person\/e3b7281c29b42326e03b6d95b51f8510"},"headline":"The Paradox of Choice [Speed Summary]","datePublished":"2015-01-23T00:00:00+00:00","dateModified":"2019-11-19T16:32:58+00:00","mainEntityOfPage":{"@id":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/"},"wordCount":1091,"commentCount":0,"image":{"@id":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/#primaryimage"},"thumbnailUrl":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/Paradox.jpg","articleSection":["Speed Summaries"],"inLanguage":"pt-BR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/","url":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/","name":"The Paradox of Choice [Speed Summary] - Brand Genetics","isPartOf":{"@id":"https:\/\/brandgenetics.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/#primaryimage"},"image":{"@id":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/#primaryimage"},"thumbnailUrl":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/Paradox.jpg","datePublished":"2015-01-23T00:00:00+00:00","dateModified":"2019-11-19T16:32:58+00:00","author":{"@id":"https:\/\/brandgenetics.com\/#\/schema\/person\/e3b7281c29b42326e03b6d95b51f8510"},"breadcrumb":{"@id":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/"]}]},{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/#primaryimage","url":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/Paradox.jpg","contentUrl":"https:\/\/brandgenetics.com\/wp-content\/uploads\/2019\/11\/Paradox.jpg","width":1140,"height":435},{"@type":"BreadcrumbList","@id":"https:\/\/brandgenetics.com\/pt\/the-paradox-of-choice-speed-summary\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/brandgenetics.com\/"},{"@type":"ListItem","position":2,"name":"The Paradox of Choice [Speed Summary]"}]},{"@type":"WebSite","@id":"https:\/\/brandgenetics.com\/#website","url":"https:\/\/brandgenetics.com\/","name":"Brand Genetics","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/brandgenetics.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-BR"},{"@type":"Person","@id":"https:\/\/brandgenetics.com\/#\/schema\/person\/e3b7281c29b42326e03b6d95b51f8510","name":"Paul Marsden","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/secure.gravatar.com\/avatar\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/8c1827c01cbc99fb2298e7660277f2b3dabce337948cd28fab2a513afd2b6493?s=96&d=mm&r=g","caption":"Paul Marsden"}}]}},"_links":{"self":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts\/717","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/comments?post=717"}],"version-history":[{"count":1,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts\/717\/revisions"}],"predecessor-version":[{"id":1460,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/posts\/717\/revisions\/1460"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/media\/718"}],"wp:attachment":[{"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/media?parent=717"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/categories?post=717"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandgenetics.com\/pt\/wp-json\/wp\/v2\/tags?post=717"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}