Iyengar found that 60 percent of customers were drawn to the large assortment, while only 40 percent stopped by to check out the small one. However, 30 percent of people who sampled from the small assortment bought jam, while only 3 percent of those faced with two dozen flavors purchased a jar.
Though we’re inclined to treat self-deception as the exception rather than the rule, Buddhists see it as our default position. They think that we continually repress and deny uncomfortable truths — we avoid realizing life’s impermanence. We are afraid to confront ourselves, as Sartre used to say.