Cases Quote by Sheena Iyengar
“We either put out 6 different flavors of jam or 24 different flavors of jam and we looked at 2 things. First, in what case were people more likely to buy a jar of jam?”
About This Quote
Source Research presentation: Choice overload study, 2008
Offering many jam flavors reduces purchase likelihood due to decision fatigue; fewer options boost sales.
In simple terms: Too many choices overwhelm buyers.
Key Takeaway
Simplify product lines to aid decisions.
Themes
marketing
consumer behavior
choice overload
Mood
analytical
insightful
Type
marketing
psychology
When to use this quote
- grocery aisles
- online shopping
- product launches
- inventory management
Key Concepts
decision theory
product assortment
Questions to Reflect On
- How many options are optimal for a new product?
- What cues help consumers decide quickly?
A Different Perspective
Limited variety may exclude niche preferences.
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