Q

What is choice paralysis and how was it demonstrated?

From 5 years of verified research · Vassili Sandqvist
A

Choice paralysis, also known as choice overload, occurs when having too many options leads to worse decisions and less action. This phenomenon was first demonstrated in a 2000 study by psychologists Iyengar and Lepper, where a display of 6 jams resulted in 10 times more purchases than a display of 24 jams, despite the larger display attracting more attention.

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