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.

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.

I'm an incompetent consumer. I have two settings: Buy and Don't Buy.

I am a compulsive and concise shopper.

VaynerMedia filters the world how humans interact. This is how people are going to make buying decisions.

When my boys were little, I'd throw so many toys at them, but they didn't want to play with any. Then I'd give them a truck, and they would play for hours. I believe the same thing applies to a consumer - edit their choices, and they will be more intrigued.

Buying involves decision-making. It's a performance activity, like sports or acting.

If you do something really cognitively demanding, like buying furniture, it turns out buying furniture is one of the most difficult things we do. Go into a furniture store and look at a sofa.

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

I don't believe in asking people to spend $15 on something they've never heard before. That's just unreasonable.

Consumers do not buy products. They buy product benefits.

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.

People will buy the car just because it's a great car. We want them to think it's excellent value for money and then, oh yeah, it happens to be electric.

To be a success in advertising you must want to fill other people with a passion for possession.

Marketers know that if people you respect - perhaps laughably including entertainers and athletes - say they like a product, you're more likely to buy.

Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, "Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond." Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.

If there is any one skill that every professional must learn, it is how to brand himself or herself in the marketplace. A brand provides certainty to customers and lets them know that what they're getting is the best. People don't like to make decisions. Once we decide, for example, the kind of toothpaste we prefer, rarely do we change. We have to make so many decisions every day in our lives that most of us are overwhelmed.

This is at a time when you know most of us drank tap water, so I used to go to this store and examine all the varieties and we used to marvel at all the choices out there, but I found that I rarely bought anything and I kind of thought that was kind of curious. I mean, they had things that the other grocery stores didn't have and yet I never bought anything.

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.

They [people] start asking themselves "Well which one is the best? Which one would be good for me?" And all those questions are much easier to ask if you're choosing from six than when you're choosing from 24 and if you look at the marketplace today most often we have a lot more than 24 of things to choose from.

People spend money when and where they feel good.

I like to buy things I can understand. I do a lot of research on things.

People rarely buy what they need. They buy what they want.

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.