Builders Gift

Don’t offer too many options

People think they like choice – but too many options can be paralyzing. This is what scientists call the paradox of choice. In a popular study, they set up two tables in a grocery store. At table A, customers could have a taste from a selection of six jams; at table B, they could choose among 24 different jams. More people stopped by table B, where the selection was larger, but only 3% of them actually bought a jar. On the other hand, almost one third (31%) of the people who stopped at table A bought a jar of jam.