The Jam Experiment — How Choice Overloads Makes Consumers Buy Less

Choice paralyzes the consumer.

And it’s not just the sales volume that’s impacted, customer satisfaction takes a hit as well. In the study, the bigger display of jams lead to a lower customer satisfaction than the smaller display, proving that choice can actually demotivate the customer.

  1. When people want to make a quick and easy choice
  2. When the product is complex (so fewer choices help the consumer make a decision)
  3. When it’s difficult to compare alternatives
  4. When consumers don’t have clear preferences

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Passionate about artificial intelligence and other innovative tech solutions that support healthcare in Africa. Involved at Delft Imaging and Thirona.

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Florent Geerts

Florent Geerts

Passionate about artificial intelligence and other innovative tech solutions that support healthcare in Africa. Involved at Delft Imaging and Thirona.