I have a complicated relationship with junk food, especially chocolate chip cookies 🍪. I love the idea of them. I love the initial taste. But, more often than not, I regret eating them.
When I’m presented with many options — when I need to make a choice — I get similar vibes. The idea of having a choice is exciting. It empowers me. I feel in control. The reality, however, is often paralysis. I may feel anxious, tired, or indifferent. I wish someone would just choose for me.
Iyengar and Lepper (2000) did an experiment at a grocery store. Two tasting booths were set up — one with extended varieties of jam, and one with a limited set. More people stopped at the extensive choice booth. But a significantly smaller percentage actually made a purchase there. Limited choice more reliably converted to the desired action — making a purchase.
