Sheena Iyengar Quotes

About 60% of the people stopped when we had 24 jams on display and then at the times when we had 6 different flavors of jam out on display only 40% of the people actually stopped, so more people were clearly attracted to the larger varieties of options, but then when it came down to buying, so the second thing we looked at is in what case were people more likely to buy a jar of jam. What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam.

We began to look at "Why is that?" And a large part of that has to do with the fact that when people have a lot of options to choose from they don't know how to tell them apart. They don't know how to keep track of them.

There is a different attitude about, you know, how much differentiation there needs to be between our options and how many choices do I need to have in order to make a choice.

When people have too many choices, they make bad choices.

As consumers, we are faced with hundreds of choices - and when it comes to books, thousands of choices.

I think we are living in a time where the consumer has lots of choices, whether it's coffee, newspapers or whatever it is. And there is parity in the market place, and as a result of that, the consumer is beginning to make decisions, not just on what things cost and the convenience of it.

The first thing we looked at, in what case were people more likely to be attracted to the jar or jam, so in which case are people more likely to stop when they saw the display of jams and what we found was that more people stopped when there were 24 jams.

What we found was that of the people who stopped when there were 24 different flavors of jam out on display only 3% of them actually bought a jar of jam whereas of the people who stopped when there were 6 different flavors of jam 30% of them actually bought a jar of jam.

People were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this study was that while people were more attracted to having more options, that's what sort of got them in the door or got them to think about jam, when it came to choosing time they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.

I'd never buy something, even if it's a great brand, that is a competitor to something I already own; that's insane.

People aren't able to make decisions anymore because there's too many choices within that decision.

There are millions and millions of products out there. You can look at eBay and Amazon. You can look at every product on the planet, but trying to figure out which one is best for you is really the challenge.

When you give people too many choices it makes them hesitate and not buy stuff.

We also don't always know what we want. And in those cases it can actually make us worse off because it's actually easier to figure out what you want and to figure out how the options differ if you have about a handful of them than if you have a hundred of them.

In fact, even in that store Draeger's they had 348 different kinds of jam actually in the jam aisle. And what we found over about, say, 10 years of research is that as the number of choices actually increase people are less likely to make a choice and sometimes they do this even when it's really bad for them.

It's unrealistic to think you can only have one good product. People are not that poor. They can buy what they want.

So most of the time when we are confronted by more, rather than a few, choices we're often novices and so we don't really know how to differentiate these various options.

We either put out 6 different flavors of jam or 24 different flavors of jam and we looked at 2 things. First, in what case were people more likely to buy a jar of jam?

I mean we know that some choice makes you better off than no choice. Now do we get better off if we go from a lot of choice versus a few choices? And there I think the answer is much, much, much more complicated.

My view is that everything begins with the customer. If you know the customer, then you can match the merchandise and then you can market it. The marketing is kind of the icing. The foundation is the cake. That's the merchandise. Then the question is, "Do the customers want cake, or do they want cupcakes or donuts. What is it?"

The industry cannot long offer unneeded or overpriced insurance if people will not buy it.

Our point of view is we will sell more if we help people make purchasing decisions.

If you ever go behind the glass and look at the focus groups that are deciding what you're gonna watch, it's scary. This cross-section of people they just happen to bring in to decide the fate of mankind on television is really scary.

I have such a crowded life and crowded schedule. When people send me a link with a gadget, I'll look at it and buy it if it looks interesting, but I don't have time to check out everything I'd like to.

There is a sense that everything should be easy, but easy decisions are the ones we should be scared of because if they're easy then we're probably being sold something. This is why I'm worried about "nudge" - it's pushing people in the direction of what you think they should be doing. Easy decisions are dangerous ones.