BIAS OF THE WEEK

Choice Overload

6 jam flavours to choose from vs. 24 jam flavours to choose from

  • 30% of customers purchased jam after trying a sample
  • 3% of customers purchased jam after trying a sample

Too many choices can be paralysing.

See the full study here :

Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 995–1006. https://doi.org/10.1037/0022-3514.79.6.995

Want to know more about biases?

Goal Gradient Effect

Cashless Effect

Planning Fallacy

Choice Overload