![]() Other studies have confirmed this result that more choice is not always better. But when the time came to purchase, people who saw the large display were one-tenth as likely to buy as people who saw the small display. The large display attracted more interest than the small one. On another day, shoppers saw a similar table, except that only six varieties of the jam were on display. Those who sampled the spreads received a coupon for $1 off any jam. ![]() On one day, shoppers at an upscale food market saw a display table with 24 varieties of gourmet jam. In 2000, psychologists Sheena Iyengar and Mark Lepper published a remarkable study. Nevertheless, research now shows that there can be too much choice when there is, consumers are less likely to buy anything at all, and if they do buy, they are less satisfied with their selection. They assume, for instance, that offering 50 styles of jeans instead of two increases the chances that shoppers will find a pair they really like. ![]() Marketers assume that the more choices they offer, the more likely customers will be able to find just the right thing. ![]()
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