More options can make you less satisfied

In a famous field study, shoppers offered 24 jams were far less likely to buy than shoppers offered 6 — and choosers from big menus report less satisfaction with what they pick. Beyond a point, options stop feeling like freedom and start feeling like the risk of choosing wrong.

— Barry Schwartz, The Paradox of Choice: Why More Is Less — 2004; jam study by Iyengar & Lepper, 2000
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