The Association for Qualitative Research
The Hub of Qualitative Thinking

Paradox Of Choice

In the modern world, we tend to think more choice is better, but there can be problems with excessive choice: Decisions become less likely and paralyses the ability to make a decision, possibly leading to choosing the easy option (default) or not making the decision at all. We may also be less satisfied with our choice and unsure we made the right choice. A famous study by psychologists Sheena Iyengar and Mark Lepper found that consumers were 10 times more likely to purchase a jar of gourmet jam when the number of jams on display was reduced from 24 to just 6.

 

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