In the study in which a group of consumers was given an option to purchase jam with half the group choosing from six different flavors and the other half from 24 flavors, the consumers who were choosing among 24 flavors were 10 times less likely to purchase any jam.

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The statement is true. The study found that consumers who had more options (24 flavors) were less likely to make a purchase compared to those who had fewer options (6 flavors). In fact, the likelihood of purchase was 10 times less in the group with more options.

In the Study in Which a Group of Consumers Was