A Quote by Sheena Iyengar

People were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this study was that while people were more attracted to having more options, that's what sort of got them in the door or got them to think about jam, when it came to choosing time they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.

Sheena Iyengar

Quote Topics

About Actually Attracted Buy Came Choice Choose Choosing Door Encountered Fewer Got Had Having Jam Jar Learned Less Likely Make More Options People Sort Study Than Them Think Time Times Were While

Quote Author

Sheena Iyengar
American - Educator
Born: November 29, 1969

About 60% of the people stopped when we had 24 jams on display and then at the times when we had 6 different flavors of jam out on display only 40% of the people actually stopped, so more people were clearly attracted to the larger varieties of options, but then when it came down to buying, so the second thing we looked at is in what case were people more likely to buy a jar of jam. What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam.

Sheena Iyengar

The first thing we looked at, in what case were people more likely to be attracted to the jar or jam, so in which case are people more likely to stop when they saw the display of jams and what we found was that more people stopped when there were 24 jams.

Sheena Iyengar

We either put out 6 different flavors of jam or 24 different flavors of jam and we looked at 2 things. First, in what case were people more likely to buy a jar of jam?

Sheena Iyengar

What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam.

Sheena Iyengar

In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. And what we found over about, say, 10 years of research is that as the number of choices actually increase people are less likely to make a choice and sometimes they do this even when it's really bad for them.

Sheena Iyengar

People will make worse financial decisions for them if they're choosing from a lot of options than if they're choosing from a few options. If they have more options they're more likely to avoid stocks and put all their money in money market accounts, which doesn't even grow at the rate of inflation.

Sheena Iyengar

Also if they choose from more options than fewer options they're less satisfied with what they choose and that is true whether they're choosing chocolates or which job offer to accept.

Sheena Iyengar

When people are given a moderate number of options (4 to 6) rather than a large number (20 to 30), they are more likely to make a choice, are more confident in their decisions, and are happier with what they choose.

Sheena Iyengar

A study of over 10,000 patients shows clearly that chemo's supposedly strong track record with Hodgkin's disease (lymphoma) is actually a lie. Patients who underwent chemo were 14 times more likely to develop leukemia and 6 times more likely to develop cancers of the bones, joints, and soft tissues than those patients who did not undergo chemotherapy .

John Diamond

People never seemed to notice that, by saving time, they were losing something else. No one cared to admit that life was becoming ever poorer, bleaker and more monotonous. The ones who felt this most keenly were the children, because no one had time for them any more. But time is life itself, and life resides in the human heart. And the more people saved, the less they had.

Michael Ende

I remember back in 1994 when the Eagles charged more than $100 for tickets. They said, 'We ain't Pearl Jam.' That's back when records were selling and the Eagles had sold just about as many as anyone on the planet. And years later we're still charging less than them.

Eddie Vedder

I think being small was how I learned the game. Everyone was bigger and stronger than me, so I had to outsmart people. I had to think more deeply to compete with the kids who were more talented than I was.

Trea Turner

I never made conscious choices. There were times in my life that I chose the first job that came along because I was broke. I think that there were maybe a handful of times that I had a choice. In recent years, Ive had more of a choice, and its been very nice to have that choice, but most of the time, you just hope that theres another job after this one.

Alfred Molina

Democratic governments are not delivering on their promises, which is partly due to the fact that governments are less powerful than they were after the Second World War. There were fewer governments then, but they actually had more political power.

Mary Robinson

People with a college education are now less likely to divorce than they were a few decades ago, and they're more likely to describe their marriages as happy. That finding really surprised me. It appears that those with a higher education have been more able to dismantle strict traditional roles and, in doing so, gain more freedom. I call it a seesaw marriage, one in which both the man and the woman take turns being the breadwinner, making it possible for each of them to experience career advancements or breaks at different times.