87. People Want More Choices and Information than They Can Actually Process
If you stand in any aisle in any retail store in most parts of the world, you’ll be inundated with choices. Whether you’re buying candy, cereal, TVs, or jeans, you’ll likely have a huge number of items to choose from. No matter what you are asking people to decide on, if you ask people whether they’d prefer to choose from a few alternatives or have lots of choices, most people will say they want lots of choices.
Too Many Choices Paralyzes the Thought Process
Sheena Iyengar’s book The Art of Choosing details her own and others’ research on choice. In graduate school Iyengar conducted what is now known as the “jam” study. Iyengar and Mark Lepper (2000) decided to test the ...
Get 100 Things Every Presenter Needs to Know About People now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
