For example, when dealing with a financial decision.
People often lack, or believe they lack the expertise to properly assess their options. Almost a third (30%) of customers went on to buy a jam when the stall had six flavours yet only 3% of customers bought jam when there were 24 flavours.ĭrawing on these findings, US psychologist Barry Schwartz’s book The Paradox of Choice: Why More is Less, argues an abundance of choices can cause people anxiety. Far more consumers bought a jam when they were given fewer options. In one of their studies, they set up a jam testing table at a supermarket.
