--- title: "Meaning & Key Takeaway of: In fact, even in that store Draeger's…" description: "\"In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. And what we found over about, say, 10 years of res..." image: "https://sms4smile.com/quotes/i/0e9/sheena-iyengar-2596_aisle_in-fact-even-in-that-store-draeger-s-the_2313617.png" --- # In fact, even in that store Draeger's they had 348… ![“In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. And what we found over about, say, 10 years of research is that as the number of choices actually increase people are less likely to make a choice and sometimes they do this even when it's really…” quote by Sheena Iyengar](https://sms4smile.com/quotes/i/0e9/sheena-iyengar-2596_aisle_in-fact-even-in-that-store-draeger-s-the_2313617.png) [Download](https://sms4smile.com/quotes/i/0e9/sheena-iyengar-2596_aisle_in-fact-even-in-that-store-draeger-s-the_2313617.png) [Open image](https://sms4smile.com/quotes/i/0e9/sheena-iyengar-2596_aisle_in-fact-even-in-that-store-draeger-s-the_2313617.png) > “In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. And what we found over about, say, 10 years of research is that as the number of choices actually increase people are less likely to make a choice and sometimes they do this even when it's really bad for them.” [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) ## 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 overwhelm people, leading to poorer decisions or avoidance. **In simple terms:** Too many choices hinder good decisions. Key Takeaway Simplify options to aid decision‑making. Themes choice decisionmaking psychology Mood analytical practical Type informative advisory When to use this quote - shopping - menu design - product selection - policy regulation Key Concepts choice overload behavioral economics Questions to Reflect On - How can we balance variety and simplicity? - When does choice become harmful? A Different Perspective People may still need variety for satisfaction. ★ ★ ★ ★ ★ No ratings yet [Choices](https://sms4smile.com/quotes/about/choices/) [Facts](https://sms4smile.com/quotes/about/facts/) [People](https://sms4smile.com/quotes/about/people/) [Research](https://sms4smile.com/quotes/about/research/) ## Related quotes > [“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…](https://sms4smile.com/quotes/chip-heath/a-classic-study-by-columbia-s-sheena-iyengar-and-mark-lepper/) [Chip Heath](https://sms4smile.com/quotes/author/chip-heath/) > [Men may be way behind in creating choices for themselves, but have actually been quiet supporters of the choices women want for themselves.](https://sms4smile.com/quotes/warren-farrell/men-may-be-way-behind-in-creating-choices-for-themselves-but-have/) [Warren Farrell](https://sms4smile.com/quotes/author/warren-farrell/) > [People are getting to this place of understanding that their lifestyle choices actually do matter a whole lot as opposed to this notion that…](https://sms4smile.com/quotes/david-perlmutter/people-are-getting-to-this-place-of-understanding-that-their/) [David Perlmutter](https://sms4smile.com/quotes/author/david-perlmutter/) > [When I first came to L.A., I was plotting out my career choices as if I actually had a choice. Unless you're Brad Pitt,…](https://sms4smile.com/quotes/george-newbern/when-i-first-came-to-l-a-i-was-plotting-out-my-career-choices-as-if-i/) [George Newbern](https://sms4smile.com/quotes/author/george-newbern/) > [The point is that petty, frustrating crap like this is exactly where the work of choosing comes in. Because the traffic jams and crowded…](https://sms4smile.com/quotes/david-foster-wallace/the-point-is-that-petty-frustrating-crap-like-this-is-exactly-where/) [David Foster Wallace](https://sms4smile.com/quotes/author/david-foster-wallace/) > [One day I went to the manager and I asked him whether his model was working and he said, "Well, haven't you seen how…](https://sms4smile.com/quotes/sheena-iyengar/one-day-i-went-to-the-manager-and-i-asked-him-whether-his-model-was/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of…](https://sms4smile.com/quotes/sheena-iyengar/what-we-found-was-that-of-the-people-who-stopped-when-there-were-24/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [People were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so…](https://sms4smile.com/quotes/sheena-iyengar/people-were-actually-6-times-more-likely-to-buy-a-jar-of-jam-if-they/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [About 60% of the people stopped when we had 24 jams on display and then at the times when we had 6 different flavors…](https://sms4smile.com/quotes/sheena-iyengar/about-60-of-the-people-stopped-when-we-had-24-jams-on-display-and/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [The first thing we looked at, in what case were people more likely to be attracted to the jar or jam, so in which…](https://sms4smile.com/quotes/sheena-iyengar/the-first-thing-we-looked-at-in-what-case-were-people-more-likely-to/) [Sheena Iyengar](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/sheena-iyengar/we-either-put-out-6-different-flavors-of-jam-or-24-different-flavors/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [There is a bunch of racism in America, and sadly, most of it's on the left side of the aisle.](https://sms4smile.com/quotes/rush-limbaugh/there-is-a-bunch-of-racism-in-america-and-sadly-most-of-it-s-on-the/) [Rush Limbaugh](https://sms4smile.com/quotes/author/rush-limbaugh/) > [I see the world as a knowledge hardware story, and every day I'm just walking through the aisles.](https://sms4smile.com/quotes/georges-st-pierre/i-see-the-world-as-a-knowledge-hardware-story-and-every-day-i-m-just/) [Georges St-Pierre](https://sms4smile.com/quotes/author/georges-st-pierre/) > [It has been said that a bride's attitude towards her betrothed can be summed up in three words: Aisle. Alter. Hymn.](https://sms4smile.com/quotes/frank-muir/it-has-been-said-that-a-bride-s-attitude-towards-her-betrothed-can-be/) [Frank Muir](https://sms4smile.com/quotes/author/frank-muir/) > [The nation, as you know, is at a critical point. At a time like this we can't risk partisan bickering and political posturing. Our…](https://sms4smile.com/quotes/mitt-romney/the-nation-as-you-know-is-at-a-critical-point-at-a-time-like-this-we/) [Mitt Romney](https://sms4smile.com/quotes/author/mitt-romney/) ## More by Sheena Iyengar > [“Personal happiness is always a very serious matter.”](https://sms4smile.com/quotes/sheena-iyengar/personal-happiness-is-always-a-very-serious-matter/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [Then, the other thing that affected my interest in choices growing up was the fact that I was going blind and that meant that…](https://sms4smile.com/quotes/sheena-iyengar/then-the-other-thing-that-affected-my-interest-in-choices-growing-up/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [“move. For one thing, you’re going to start paying more attention. Yes, perhaps you’ll sometimes have a crazed, wild-eyed look, but that’s a price…](https://sms4smile.com/quotes/sheena-iyengar/move-for-one-thing-you-re-going-to-start-paying-more-attention-yes/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [What we share with animals is a desire for choice. It's a desire to have control over our life and a desire to live…](https://sms4smile.com/quotes/sheena-iyengar/what-we-share-with-animals-is-a-desire-for-choice-it-s-a-desire-to/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [You know, you take a little infant and you turn on the music mobile on their crib and you find that if you give…](https://sms4smile.com/quotes/sheena-iyengar/you-know-you-take-a-little-infant-and-you-turn-on-the-music-mobile-on/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [I went home and they seemed... my parents seemed normal. They didn't seem to feel like somehow they had been victims of some Nazi…](https://sms4smile.com/quotes/sheena-iyengar/i-went-home-and-they-seemed-my-parents-seemed-normal-they-didn-t-seem/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [The less control people had over their work, the higher their blood pressure during work hours. Moreover, blood pressure at home was unrelated to…](https://sms4smile.com/quotes/sheena-iyengar/the-less-control-people-had-over-their-work-the-higher-their-blood/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [Consumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item.](https://sms4smile.com/quotes/sheena-iyengar/consumers-presented-with-six-choices-on-an-item-were-twice-as-likely/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [The quality of health care continues to improve, and people are living longer, but these developments mean that we're likely to eventually find ourselves…](https://sms4smile.com/quotes/sheena-iyengar/the-quality-of-health-care-continues-to-improve-and-people-are-living/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [The key to getting the most from choice is to be choosy about choosing.](https://sms4smile.com/quotes/sheena-iyengar/the-key-to-getting-the-most-from-choice-is-to-be-choosy-about-choosing/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [I used to go to this store called Draeger's and you had a little bit of that same feeling because this was a store…](https://sms4smile.com/quotes/sheena-iyengar/i-used-to-go-to-this-store-called-draeger-s-and-you-had-a-little-bit/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [Balancing hopes, desires and an appreciating of the possibilities with a clear-eyed assessment of the limitations: that is the art of choosing.](https://sms4smile.com/quotes/sheena-iyengar/balancing-hopes-desires-and-an-appreciating-of-the-possibilities-with/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [So gut tells you "How do I feel about this right now?" It doesn't tell me how I feel about it tomorrow or even…](https://sms4smile.com/quotes/sheena-iyengar/so-gut-tells-you-how-do-i-feel-about-this-right-now-it-doesn-t-tell/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [I put out a good 10 different types of drinks for them and they just said, "Oh, okay, so it's just one choice." One…](https://sms4smile.com/quotes/sheena-iyengar/i-put-out-a-good-10-different-types-of-drinks-for-them-and-they-just/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) > [Like, people are less likely to invest in their retirement when they have more options in their 401K plans than when they have fewer.](https://sms4smile.com/quotes/sheena-iyengar/like-people-are-less-likely-to-invest-in-their-retirement-when-they/) [Sheena Iyengar](https://sms4smile.com/quotes/author/sheena-iyengar/) [Explore all 158 Sheena Iyengar quotes ](https://sms4smile.com/quotes/author/sheena-iyengar/) ## More Aisle quotes > [The nation, as you know, is at a critical point. At a time like this we can't risk partisan bickering and political posturing. Our…](https://sms4smile.com/quotes/mitt-romney/the-nation-as-you-know-is-at-a-critical-point-at-a-time-like-this-we/) [Mitt Romney](https://sms4smile.com/quotes/author/mitt-romney/) > [It has been said that a bride's attitude towards her betrothed can be summed up in three words: Aisle. Alter. Hymn.](https://sms4smile.com/quotes/frank-muir/it-has-been-said-that-a-bride-s-attitude-towards-her-betrothed-can-be/) [Frank Muir](https://sms4smile.com/quotes/author/frank-muir/) > [I see the world as a knowledge hardware story, and every day I'm just walking through the aisles.](https://sms4smile.com/quotes/georges-st-pierre/i-see-the-world-as-a-knowledge-hardware-story-and-every-day-i-m-just/) [Georges St-Pierre](https://sms4smile.com/quotes/author/georges-st-pierre/) > [There is a bunch of racism in America, and sadly, most of it's on the left side of the aisle.](https://sms4smile.com/quotes/rush-limbaugh/there-is-a-bunch-of-racism-in-america-and-sadly-most-of-it-s-on-the/) [Rush Limbaugh](https://sms4smile.com/quotes/author/rush-limbaugh/) > [The hand that rounded Peter's dome, And groined the aisles of Christian Rome, Wrought in a sad sincerity; Himself from God he could not…](https://sms4smile.com/quotes/ralph-waldo-emerson/the-hand-that-rounded-peter-s-dome-and-groined-the-aisles-of/) [Ralph Waldo Emerson](https://sms4smile.com/quotes/author/ralph-waldo-emerson/) > [Let that get you up in the morning and put the light in your eyes. I'm telling you, it makes you a better husband,…](https://sms4smile.com/quotes/al-jarreau/let-that-get-you-up-in-the-morning-and-put-the-light-in-your-eyes-i-m/) [Al Jarreau](https://sms4smile.com/quotes/author/al-jarreau/) > [Heaven is not a place for those who are afraid of hell; it’s a place for those who love God. You can scare people…](https://sms4smile.com/quotes/matt-chandler/heaven-is-not-a-place-for-those-who-are-afraid-of-hell-it-s-a-place/) [Matt Chandler](https://sms4smile.com/quotes/author/matt-chandler/) > [Every presidential candidate for decades has released his tax returns, and I've released 33 years of my tax returns. The American people deserve to…](https://sms4smile.com/quotes/hillary-clinton/every-presidential-candidate-for-decades-has-released-his-tax-returns/) [Hillary Clinton](https://sms4smile.com/quotes/author/hillary-clinton/) > [I'll never forget that first night with the team. Going to the ballpark on the bus was the hardest 30 minutes of my life.…](https://sms4smile.com/quotes/al-kaline/i-ll-never-forget-that-first-night-with-the-team-going-to-the/) [Al Kaline](https://sms4smile.com/quotes/author/al-kaline/) > [ In modern day evangelism, this precious doctrine \[of regeneration\] has been reduced to nothing more than a human decision to raise one's hand, walk… ](https://sms4smile.com/quotes/paul-washer/in-modern-day-evangelism-this-precious-doctrine-of-regeneration-has/) [Paul Washer](https://sms4smile.com/quotes/author/paul-washer/) > [I've had diseases that lasted longer than my marriages. You know you are in a bad marriage if you walk down the aisle thinking,…](https://sms4smile.com/quotes/nell-carter/i-ve-had-diseases-that-lasted-longer-than-my-marriages-you-know-you/) [Nell Carter](https://sms4smile.com/quotes/author/nell-carter/) > [I want to be here for a long time, so I am going to do everything I have to do to be here.](https://sms4smile.com/quotes/magic-johnson/i-want-to-be-here-for-a-long-time-so-i-am-going-to-do-everything-i/) [Magic Johnson](https://sms4smile.com/quotes/author/magic-johnson/) > [There are smart people on our side of the aisle who have known as early as I did who Obama was and should have…](https://sms4smile.com/quotes/rush-limbaugh/there-are-smart-people-on-our-side-of-the-aisle-who-have-known-as/) [Rush Limbaugh](https://sms4smile.com/quotes/author/rush-limbaugh/) > [I am all in favor of pay equity for women, but this kind of legislation, as is typical of what's being proposed by my…](https://sms4smile.com/quotes/john-mccain/i-am-all-in-favor-of-pay-equity-for-women-but-this-kind-of/) [John McCain](https://sms4smile.com/quotes/author/john-mccain/) > [I think that people have to reward those individuals who are prepared to work across the political aisle. I don't see any other way;…](https://sms4smile.com/quotes/angus-king/i-think-that-people-have-to-reward-those-individuals-who-are-prepared/) [Angus King](https://sms4smile.com/quotes/author/angus-king/) Browse all 203 Aisle quotes ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. 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