We Make Choices And Are In Turn

When People Are Given A Moderate Number Of Options (4 To 6) Rather Than A Large Number (20 To 30), They Are More Likely To Make A Choice, Are More Confident In Their Decisions, And Are Happier With What They Choose.

The First Thing We Looked At, In What Case Were People More Likely To Be Attracted To The Jar Or Jam, So In Which Case Are People More Likely To Stop When They Saw The Display Of Jams And What We Found Was That More People Stopped When There Were 24 Jams.

When I Was In Russia I Found That I Thought I Was Going To Give These People That I Was Interviewing A Whole Bunch Of Choice In Terms Of What They Could Drink While We Were Chatting.

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?

One Day I Went To The Manager And I Asked Him Whether His Model Was Working And He Said, "well, Haven't You Seen How Many Customers We Have In This Store?" And Yes Indeed I Had. I Mean It Was Definitely Attracting A Lot Of Customers, Even Attracting Tourist Buses That Would Land Up At This Store And People Would Go Through The Store And Marvel At All The Options, Even Sometimes Take Photographs Of The Various Aisles.