--- title: "Meaning & Key Takeaway of: A classic study by Columbia’s Sheena…" description: "\"“A classic study by Columbia’s Sheena Iyengar and Mark Lepper monitored the behavior of consumers in a grocery store. One day, the store set up a sampl..." image: "https://sms4smile.com/quotes/i/23a/chip-heath-4065_another-day_a-classic-study-by-columbia-s-sheena-iye_1993673.jpg" --- # A classic study by Columbia’s Sheena Iyengar and Mark… ![“A classic study by Columbia’s Sheena Iyengar and Mark Lepper monitored the behavior of consumers in a grocery store. One day, the store set up a sampling table with 6 different kinds of jam, and customers loved it; another day, the store set up a table with 24 different kinds of jam, and it was…” quote by Chip Heath](https://sms4smile.com/quotes/i/23a/chip-heath-4065_another-day_a-classic-study-by-columbia-s-sheena-iye_1993673.jpg) [Download](https://sms4smile.com/quotes/i/23a/chip-heath-4065_another-day_a-classic-study-by-columbia-s-sheena-iye_1993673.jpg) [Open image](https://sms4smile.com/quotes/i/23a/chip-heath-4065_another-day_a-classic-study-by-columbia-s-sheena-iye_1993673.jpg) > ““A classic study by Columbia’s Sheena Iyengar and Mark Lepper monitored the behavior of consumers in a grocery store. One day, the store set up a sampling table with 6 different kinds of jam, and customers loved it; another day, the store set up a table with 24 different kinds of jam, and it was even more popular than the first. The surprise came at the cash register: Customers who’d chosen among 6 jams were 10 times more likely to actually buy a jar of jam than customers who’d chosen among 24! It was fun to sample 24 flavors, it seems, but painful to pick among them. The choice was paralyzing.”” [Chip Heath](https://sms4smile.com/quotes/author/chip-heath/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Too many options can paralyze decision‑making, reducing actual purchases despite higher interest. **In simple terms:** More choices can overwhelm and lower buying. Key Takeaway Simplify choices to boost decisions. Themes choice overload consumer behavior decision making Mood analytical practical Type explanatory insightful When to use this quote - grocery shopping - online retail - product displays Key Concepts paradox of choice behavioral economics Questions to Reflect On - How many options feels optimal for you? - What strategies help when faced with many choices? A Different Perspective Some consumers enjoy variety, so limiting options may alienate them. ★ ★ ★ ★ ★ No ratings yet [Another day](https://sms4smile.com/quotes/about/another-day/) [Behavior Consumers](https://sms4smile.com/quotes/about/behavior-consumers-3470659/) [Customers Chosen](https://sms4smile.com/quotes/about/customers-chosen-3470660/) [Education](https://sms4smile.com/quotes/about/education/) [Grocery store](https://sms4smile.com/quotes/about/grocery-store/) [Habits](https://sms4smile.com/quotes/about/habits/) [Jam Customers](https://sms4smile.com/quotes/about/jam-customers-3470658/) [Jam Popular](https://sms4smile.com/quotes/about/jam-popular-3470661/) [Kinds Jam](https://sms4smile.com/quotes/about/kinds-jam-3470662/) ## Related quotes > [In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. 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I should really consider being a back up singer...](https://sms4smile.com/quotes/anonymous/another-day-feeling-unimportant-i-should-really-consider-being-a-back/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) [Browse all 1,021 Another day quotes ](https://sms4smile.com/quotes/about/another-day/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "“A classic study by Columbia’s Sheena Iyengar and Mark Lepper monitored the behavior of consumers in a grocery store. One day, the store set up a sampling table with 6 different kinds of jam, and customers loved it; another day, the store set up a table with 24 different kinds of jam, and it was even more popular than the first. The surprise came at the cash register: Customers who’d chosen among 6 jams were 10 times more likely to actually buy a jar of jam than customers who’d chosen among 24! It was fun to sample 24 flavors, it seems, but painful to pick among them. 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