Sheena S. Iyengar & Mark R. Lepper (2000)
Journal of Personality and Social Psychology, 79(6), 995-1006.
DOI: https://doi.org/10.1037/0022-3514.79.6.995
Abstract. The jam study. Shoppers presented with 24 varieties of jam were less likely to purchase than those presented with 6, demonstrating that excessive choice can reduce motivation and satisfaction: the choice-overload effect.
Tags: decision-making choice-overload