I've Done A Number Of Studies With

When Companies Try To Guess What Consumers Want, They Essentially Make The Choice For Consumers.

Now If You Expand Their Choice Set. Say You Give Them 20 Different Speed Dates, Everything Goes Out The Window. Everybody Starts Choosing In Accordance With Looks Because That Becomes The Easiest Criteria By Which To Weed Out All The Options And Decide "so Who Am I Going To Say Yes To?"

Well Certainly Not Having Any Choice - Having Your Entire Life Dictated By Others.

Life Hands Us A Lot Of Hard Choices, And Other People Can Help Us More Than We Might Realize. We Often Think We Should Make Important Decisions Using Just Our Own Internal Resources. What Are The Pros And Cons? What Does My Gut Tell Me? But Often We Have Friends And Family Who Know Us In Ways We Don't Know Ourselves.

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.