Florent Geerts posted a piece on Medium titled The Jam Experiment — How Choice Overloads Makes Consumers Buy Less. « But here’s the paradox of choice: if a person is presented with too many choices, he or she is actually less likely to buy.

In 2000, psychologists Sheena Iyengar and Mark Lepper from Columbia and Stanford University published a study about jams. On a regular day at a local food market, people would find a display table with 24 different kinds of jams. Then on another day, at that same food market, people were given only 6 different types of jam choices…

Iyengar and Lepper found was that while the big display table (with 24 jams) generated more interest, people were far less likely to purchase a jar of jam than in the case of the smaller display (about ten times less likely).  »

« Choice paralyzes the consumer.  »

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