Choice Overload
We avoid making decisions when presented with too much information.
The research
In the classic 'jam experiment', shoppers at an upscale food market saw a display of 6 varieties of jam on some days and 24 jams on other days. Counter intuitive to the belief that more choice will increase sales, shoppers were 10 times more likely to make a purchase when limited to just 6 varieties of jam.
Iyengar et al. (2000). When Choice is Demotivating
Less is more.
Case study
To prevent choice overload, while still meeting wider consumer needs, Starbucks keeps a separate 'secret menu'. This has over 80,000 variants of coffee that you can order on request, in addition to regular items on the menu.
Thought starters
Show the most relevant choices or information to aid more seamless decision making
For other choices and more detailed information, provide an accessible option to view more