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See how it works: one idea, explained three ways

Ever had too much to choose from?

This is choice overload: sometimes, having more options makes choosing harder. Here are three sketches that explain it, using jam, gates, and clothes.

One idea. Three ways to picture it.

The Two Jam Tables Two tasting tables side by side. The table of twenty-four jams draws a big crowd but few buy; the table of six jams draws a smaller crowd but most buy. Two small bar gauges below show the reversal: more lookers at the big table, far more buyers at the small one. The Two Jam Tables The big table pulls the crowd. The small table makes the sale. 24 jams a crowd gathers… 6 jams …more walk away with a jar who actually bought 3% from the 24-jam table 30% from the 6-jam table Faced with too much, most people choose nothing.

Two grocery tasting tables stand side by side. Twenty-four jams pull a thick crowd that lingers and looks; six jams pull a thinner crowd, yet many more leave holding a jar.

More Gates, Fewer Through Two entrances. A wide bank of many turnstiles where a crowd piles up, hesitates between gates and turns back. Beside it, one open gate through which people flow steadily inside. More Gates, Fewer Through Open every gate and the crowd jams. Open one and they flow. many gates they pile up, hesitate… and turn back one gate one clear way in — and they take it The wider the entrance, the more people stay outside.

At a wall of turnstiles the crowd bunches between lanes, weighs which to pick, and drifts back out. Where a single gate stands open, the same people walk straight through in a calm single file.

Nothing to Wear Two clothes rods. A jam-packed rod under which a person stands stuck, thinking "nothing to wear." Beside it a sparse rod of a few well-spaced pieces, one already pulled out and worn, the person moving. Nothing to Wear A fuller closet, fewer decisions made. A curated few gets worn. too many nothing to wear! stuck — and stays in the old clothes a curated few picks one — and walks out the door More to choose from, less actually chosen.

Under a rail crammed with hangers, someone stands stuck — nothing to wear. Beside it, a curated few, and an outfit chosen in a moment.

In one jam-tasting study, a table with 24 flavours drew more interest, while a table with six led to more purchases. The useful idea: adding options can make a decision harder. It depends on the choice and the person; fewer isn’t always better.

Sometimes the kindest menu is a shorter one.

The research. Iyengar & Lepper (2000) 'When Choice is Demotivating', J. Personality & Social Psychology — the jam-tasting field experiment (24 vs 6).
Go a little deeper

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