Also if they choose from more options than fewer options they're less satisfied with what they choose and that is true whether they're choosing chocolates or which job offer to accept.
Sheena IyengarWhat is freedom? Freedom is the right to choose: the right to create for oneself the alternatives of choice. Without the possibility of choice a man is not a man but a member, an instrument, a thing. โArchibald MacLeish
Sheena IyengarI could wear makeup today, and one person would say it looks bland, another would say it looks fake, and another might tell me I look really natural. Everyone is convinced their opinion is the truth, and that's what I struggle against.
Sheena IyengarWhen Japanese went to Hawaii they would go straight and buy the same thing that they would buy in Japan. They just got it cheaper, which they liked. And so they would still eat the red bean ice cream or the green tea ice cream, but they didn't really take advantage of the variety and it wasn't clear that they cared.
Sheena IyengarAnd guys will say looks matter, but they'll also say things like "Well, she should be smart and kind." And you know those are... so the typical responses and if you give them just a few options, like five or six, then they will rate them on the very characteristics that they said were really important to them.
Sheena Iyengar