Sustainability Lessons from Jam: Less Choice is Greener Choice

Read the full post at GreenBiz.

Dr. Sheena Iyengar is the famous jam researcher. In the mid-’90s while a doctoral student in social psychology at Stanford University, she and her colleague, Mark Leper, studied jam sales at an upscale grocer. When offering customers a sample of jam, decidedly more customers bought jam when offered fewer choices rather than more.

In this study, six choices beat out 24 choices. Although more customers shopped when more choices were available, 10 times more sales were made when the customer was offered fewer choices.

This counter-intuitive result — that “less is more” when merchandising — has since been confirmed by numerous studies by Iyengar and other researchers. More importantly, large and small companies have applied this principle with great results.

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