In one study, a group of consumers were given an option to purchase jam with half of them choosing from six different flavors and the other half choosing from 24 flavors. The researchers found that the consumers with more choice expressed
A)more interest and were more likely to purchase a jam.
B)more interest, but were less likely to purchase any jam.
C)less interest, but were more likely to purchase a jam.
D)less interest and were less likely to purchase any jam.

Question

Quizplus · Accepted Answer

The study found that while consumers with more choices (24 flavors) showed more interest, they were actually less likely to make a purchase compared to those with fewer options (6 flavors). This phenomenon is often related to the paradox of choice, where too many options can lead to decision paralysis.

In One Study, a Group of Consumers Were Given an Option