The Paradox of Choice, by Barry Schwartz; Harper Perennial, 304 pages

A specialty store ran a promotion in which they displayed several types of jam for customers to try. Anyone buying a jar got a coupon for a dollar off that purchase. The tasting promo ran twice, first with six varieties of jam, then with 24. The second time, traffic at the table increased. Both times, people sampled about the same number of selections. The difference came in the sales. Thirty percent of tasters in the first promo bought jam, but only 3 percent of tasters in the second promo did. In his book The Paradox of Choice, Barry Schwartz contends that when people sampled the smaller selection and determined their preference, they did so with a sense that they "had sampled a range and knew which one they liked best." When the range quadrupled, the sampling process led to a sense that "there might be another jam that I haven't tried and I might like better, so I wo
JCK PRO

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).

SUBSCRIBE TO CONTINUE

Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out