You know, whether it be humans or animals. So even humans - before we can speak or we can understand a baby's cognition - they're already showing us signs that they want choice.
Sheena IyengarAbout 60% of the people stopped when we had 24 jams on display and then at the times when we had 6 different flavors of jam out on display only 40% of the people actually stopped, so more people were clearly attracted to the larger varieties of options, but then when it came down to buying, so the second thing we looked at is in what case were people more likely to buy a jar of jam. What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam.
Sheena IyengarYou know, or three kinds of ice cream bars and you'd see this and like this... okay they could clearly benefit from some more choices and I remember having these discussions with the Japanese because they you know they often like to go to Hawaii for vacation because it was definitely much cheaper for them and I would ask them, "So when you go to Hawaii, you know do eat all these other things?"
Sheena IyengarSo gut tells you "How do I feel about this right now?" It doesn't tell me how I feel about it tomorrow or even a few minutes from now. It just tells me how I'm feeling right now.
Sheena Iyengar