In their 2000 paper, “When Choice is Demotivating: Can One Desire Too Much of a Good Thing?” they found that when presented with 6 different kinds of jam, 30 percent of people ultimately bought one of the jams. However, when presented with 24 types of jam, an incredible 97 percent of people ended up buying nothing. Iyenger and Lepper concluded that too many options made decision making more difficult.
