Yes, people are tending to make no choices out of 100; rather they make one choice out of ten. I am not saying it, maybe I am okay with hundred .generally research says so and its results arbitrate it.
For 10 years, Columbia professor Sheena Iyengar has been studying choice. For her research paper, “When Choice is Demotivating", they ran a great test:
They set up a free tasting booth in a grocery store, with six different jams. 40% of the customers stopped to taste. 30% of those bought some.
A week later, they set up the same booth in the same store, but this time with twenty-four different jams. 60% of the customers stopped to taste. But only 3% bought some! Both groups actually tasted an average of 1.5 jams.
So the huge difference in buying can’t be blamed on the 24-jam customers being full. Lessons learned: Having many choices seems appealing (40% vs 60% stopped to taste) Having many choices makes them 10 times less likely to buy (30% vs 3% actually bought)
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