Iyengar and Lepper (2000) offered grocery shoppers free samples from a display of either 6 or 24 varieties of quality jam. Which of the following is reported in your text as one of the results of the study?
A) A greater proportion of shoppers stopped at the 6- than at the 24-variety table.
B) A greater proportion of the shoppers passing the 24-variety table than of the shoppers passing the 6-variety table purchased a jar of jam.
C) A greater proportion of shoppers stopping at the 6- than at the 24-variety table accepted a free sample of jam.
D) A greater proportion of the shoppers passing the 6-variety table than of the shoppers passing the 24-variety table purchased a jar of jam.

Question

Quizplus · Accepted Answer

The study by Iyengar and Lepper found that while more shoppers stopped at the table with 24 varieties of jam, a greater proportion of those who stopped at the table with 6 varieties ended up purchasing a jar of jam. This illustrates the paradox of choice, where too many options can lead to decision paralysis.

Iyengar and Lepper (2000) Offered Grocery Shoppers Free Samples from a Display