Paradox of Choice

youmightfindyourself:

About 60% of the people stopped when we had 24 jams on display, and then at the times when we had 6 different flavors of jam out on display only 40% of the people actually stopped, so more people were clearly attracted to the larger varieties of options, but then when it came down to buying, so the second thing we looked at is in what case were people more likely to buy a jar of jam.

What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam, whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam. So, if you do the math, people were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this study was that while people were more attracted to having more options, that’s what sort of got them in the door or got them to think about jam, when it came to choosing time they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.

(Editor’s note: This is why Boba Guys chooses to offer only a handful of flavors. Less but better.)

Paradox of Choice

youmightfindyourself:

About 60% of the people stopped when we had 24 jams on display, and then at the times when we had 6 different flavors of jam out on display only 40% of the people actually stopped, so more people were clearly attracted to the larger varieties of options, but then when it came down to buying, so the second thing we looked at is in what case were people more likely to buy a jar of jam.

What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam, whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam. So, if you do the math, people were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this study was that while people were more attracted to having more options, that’s what sort of got them in the door or got them to think about jam, when it came to choosing time they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.

(Editor’s note: This is why Boba Guys chooses to offer only a handful of flavors. Less but better.)

Posted 2 months ago & Filed under choice, behavioral psychology, psychographics, research, bigthink.com, 67 notes

Notes:

  1. electriclilies reblogged this from youmightfindyourself
  2. juunn reblogged this from youmightfindyourself and added:
    Well, this is interesting. Speaking from personal experience though, it makes sense; although I’m always contented with...
  3. infindlay reblogged this from youmightfindyourself
  4. animalnonymous reblogged this from youmightfindyourself
  5. thematterofperception reblogged this from youmightfindyourself
  6. tavishtimothy said: good call. I appreciate reading about your post-MBA endeavors. econ undergrad right here.
  7. landonmedina said: The same thing was mentioned in this article about Trader Joe’s. money.cnn.com/2010/08…
  8. onetwo-t reblogged this from corvusrex
  9. corvusrex reblogged this from youmightfindyourself
  10. srzsrz reblogged this from youmightfindyourself
  11. soartistik said: thank 4 that info, it’s much appreciated
  12. electronchelle reblogged this from youmightfindyourself and added:
    sociology class called aging and the life course
  13. loqueness reblogged this from youmightfindyourself and added:
    Consumer behavior...underlying motivation...major in...

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