A grocery store display with fewer jams sold ten times more of them

Sheena Iyengar and Mark Lepper set up tasting booths offering either 6 or 24 flavors of jam. The bigger display drew more browsers, but only 3% of them bought a jar — versus 30% at the smaller display. Too many options didn't help shoppers decide; it made deciding harder, a phenomenon now called choice overload.

— Sheena Iyengar, Mark Lepper, When Choice is Demotivating: Can One Desire Too Much of a Good Thing? — Journal of Personality and Social Psychology, 2000