Chances are that quite a few other companies could benefit from reducing the amount of choice they offer customers. Though this may seem risky, it is favored by a growing body of evidence. Since the publication of the jam study, I and other researchers have conducted more experiments on the effects of assortment size. These studies, many of which were designed to replicate real-world choosing contexts, have found fairly consistently that when people are given a moderate number of options (4 to 6) rather than a large number (20 to 30), they are more likely to make a choice, are more confident
...more
