More Is More: Why the Paradox of Choice Might Be a Myth

It could be one of the most memorable economic studies of the last half century.

Researchers presented an array of tasty jams and enticed shoppers to buy a jar. In one version, there were six varieties shown to shoppers. In another, there were 24 jams. The second, larger array attracted more traffic. But the smaller array led to ten times more purchases.