Can you imagine a world without choices? The link between intrinsic happiness and the availability of choice is almost a given. But there is also the feeling of confusion and indecisiveness caused by having too many options. The well-known study by Sheena Iyengar addresses this topic in her research and uncovers some interesting facts about life.
In one of the studies, the research team set up two booths outside a grocery shop, one at a time. A collection of six flavours of jams was on display in the first instance, and there were twenty-four in the second. The researchers then recorded two aspects – the initial motivation to taste and subsequent purchase – that the customer showed.
The first observation confirmed the existing belief. The number of options displayed affected the customer’s attention. The 24-flavour booth attracted 60% (145) of the total (242) customers who passed by. Whereas to the limited booth, it was 40% (104 out of 260). Then something strange happened: only 4 of the 145 (3%) purchased a product from the 24-booth, and 31 of the 104 (30%) purchased from the limited booth.
The paradox of choice
Greater availability to choose from indeed makes us happier. At the same time, the greater the choice, the higher our expectations, and we struggle to make decisions.
Iyengar and Lepper, “When Choice is Demotivating: Can One Desire Too Much of a Good Thing?, Journal of Personality and Social Psychology”, 2000, 79(6), 995-1006
