IN THIS CHAPTER, let’s look at some different ways to make our interfaces a little less intense.
Does limiting the number of available choices make a difference? Numerous researchers have found that when presented with more options, we’re far less likely to take any action at all.
The most famous of these studies looked at how shoppers reacted when many different flavors of jams were made available to them.* Some shoppers had only six jams to choose from; others could select from 24 varieties. While shoppers certainly preferred more choices, the data revealed something different: when there were fewer options (only six flavors), ten times as many people made a purchase!