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Randhir

John, I could not agree more!! This was another interesing study by Sheena Iyengar (Columbia University) & Mark Lepper (Stamford university)

Highlights:

- Choice of 24 items attracted 60% of the audience, and choice of 6 attracted 40% of the audience

- Choice of 24 items had a 3% purchase rate, and choice of 6 had a 30% purchase rate

It seems we are attracted to more choice, but then would rather not deal with all the variations to make a decision!

http://www.columbia.edu/~ss957/whenchoice.html

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