IDEA #17
Avoid choice overload: ‘keep it simple, stupid’
Making it simple to buy your products may be the key to winning more customers.
What you need to know
In 2000, the psychologists Sheena Iyengar and Mark Lepper published a now well-cited study about jam and choice. In a luxury Californian food shop, the researchers set up a display table with samples of jam for tasting. In one variant of the experiment, six different types of jam were available; in another 24 different types were laid out. Prospective customers, after sampling the jams, were then offered vouchers entitling them to a discount to buy the jam. Conforming to orthodoxy ...
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