June 2020
Beginner
256 pages
5h 38m
English
Content preview from 100 Things Every Designer Needs to Know About People, 2nd Edition
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92 People want more Choices and Information than they can Process
If you stand in any aisle in any retail store in the U.S., 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. Whether it’s a retail store or a website, if you ask people if 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 (2010) 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 theory that people who have ...