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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. And that really ended up starting an entire area of research where we began to look at “Why is that?” And a large part of that has to do with the fact that when people have a lot of options to choose from they don’t know how to tell them apart.
