People buy less with too many choices


This New York Times article: Too Many Choices: A Problem That Can Paralyze is an excellent summary of the challenges consumers face when making decisions. The author describes a famous “jam study” conducted in 1995 that showed that large numbers of choices can actually be debilitating. People actually buy LESS when faced with too many choices. Since then many other studies have replicated these findings. There is also a healthy discussion on the impact that information quality has on the experience.

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