Too Many Choices Can Overwhelm Us And

When We Speak Of Choice, What We Mean Is The Ability To Exercise Control Over Ourselves And Our Environment. In Order To Choose, We Must First Perceive That Control Is Possible.

Now To What...? How We Teach People To Make Choices And The Things They're Going To Make Choices Over - That Is Culturally Learned.

What's Interesting Is That The Way We Go About Finding Our Marriage Partners Today Is Quite Different From The Way It Used To Be In This Culture.

Consumers Presented With Six Choices On An Item Were Twice As Likely To Buy As Consumers Overwhelmed With 24 Varieties Of The Same Item.

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.