We either put out 6 different flavors of jam or 24 different flavors of jam and we looked at 2 things. First, in what case were people more likely to buy a jar of jam?
Sheena IyengarToo many choices can overwhelm us and cause us to not choose at all. For businesses, this means that if they offer us too many choices, we may not buy anything.
Sheena IyengarConsumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item.
Sheena IyengarYou know if they said kindness or funniness was really most important to them then they will be more likely to say yes to the person that they thought was kind and funny.
Sheena IyengarWhat's interesting is that the way we go about finding our marriage partners today is quite different from the way it used to be in this culture.
Sheena IyengarThis is at a time when you know most of us drank tap water, so I used to go to this store and examine all the varieties and we used to marvel at all the choices out there, but I found that I rarely bought anything and I kind of thought that was kind of curious. I mean, they had things that the other grocery stores didn't have and yet I never bought anything.
Sheena Iyengar