[paczelok]

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.

[...]

Iyengar and Lepper found was that while the big display table (with 24 jams) generated more interest, people were far less likely to purchase a jar of jam than in the case of the smaller display (about ten times less likely).

[...]

They found four criteria that motivate consumers to buy:

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

So as you can see, when it comes to choices, less is more.

https://medium.com/@FlorentGeerts/the-jam-experiment-how-choice-overloads-makes-consumers-buy-less-d610f8c37b9b

https://faculty.washington.edu/jdb/345/345%20Articles/Iyengar%20%26%20Lepper%20(2000).pdf

#tinder #badoo #psychologia #ciekawostki #nauka #marketing