Q

What did the jam study by Iyengar and Lepper reveal about choice?

From 5 years of verified research · Vassili Sandqvist
A

The jam study by Iyengar and Lepper demonstrated that while a larger display of jam varieties attracted more customers, it resulted in significantly fewer purchases compared to a smaller selection. This illustrates how an abundance of options can suppress action and lead to indecision.

This is one answer. The complete system — the psychology, the biology, and the method — is in the book.

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