"Having too many choices is also a problem. In a classic study, psychologists Sheena Iyengar and Mark Lepper set up a display table with twenty-four varieties of gourmet jam at an upscale food market. Those who sampled the spreads received a coupon for one dollar off any jam. On another day, shoppers saw a similar table, except that only six varieties of jam were on display. The large display attracted more interest than the small one . . . but when the time came to purchase, people who had seen the large display were one-tenth as likely to buy as people who had seen the small display.*"
-- Jeff Haden
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