We assume that if we offer our customers more choices, then they’ll be more likely to buy our products since it’s more likely that they’ll find what they’re looking for.

That’s why most companies offer a wide variety of products. Different types of jeans, cars, food, you name it. That way, we think, our customer can find exactly what he or she likes.

But here’s the paradox of choice: if a person is presented with too many choices, he or she is actually less likely to buy.

In 2000, psychologists Sheena Iyengar and Mark Lepper from Columbia and Stanford University…

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