Life Hands Us A Lot Of Hard

They [people] Start Asking Themselves "well Which One Is The Best? Which One Would Be Good For Me?" And All Those Questions Are Much Easier To Ask If You're Choosing From Six Than When You're Choosing From 24 And If You Look At The Marketplace Today Most Often We Have A Lot More Than 24 Of Things To Choose From.

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.

This Is At A Time When You Know Most Of Us Drank Tap Water, So I Used To Go To This Store And Examine All The Varieties And We Used To Marvel At All The Choices Out There, But I Found That I Rarely Bought Anything And I Kind Of Thought That Was Kind Of Curious. I Mean, They Had Things That The Other Grocery Stores Didn't Have And Yet I Never Bought Anything.

I Mean It Wasn't That They Sat Around Thinking Oh Gosh I Needed More Choices In My Grocery Stores The Way I Had Come To Think About It As An American Growing Up.

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.