Iyengar and Lepper

Iyengar and Lepper’s research explored how choice influences decision-making and satisfaction. They found that having too many options can overwhelm people and reduce satisfaction, as seen in their jam study where fewer choices led to better selections and happiness. Conversely, when choices are limited, individuals feel more confident and satisfied with their decisions. Their work highlights the importance of balancing options to avoid decision paralysis and enhance well-being, emphasizing that sometimes offering too many choices can be counterproductive and impact our ability to make satisfying decisions.