Iyengar and Lepper (research study)

Iyengar and Lepper's study explored how the variety of choices affects decision-making and satisfaction. They found that when people are presented with many options (like different types of jam), they often feel overwhelmed and end up not making a choice at all. In contrast, having fewer options made people more likely to choose something and feel satisfied with their decision. This research suggests that too many choices can lead to confusion and dissatisfaction, highlighting the importance of simplifying decisions in everyday life for better outcomes.