Home / Quotes / Quote by Sheena Iyengar

Quote by Sheena Iyengar

“One day I went to the manager and I asked him whether his model was working and he said, "Well, haven't you seen how many customers we have in this store?" And yes indeed I had. I mean it was definitely attracting a lot of customers, even attracting tourist buses that would land up at this store and people would go through the store and marvel at all the options, even sometimes take photographs of the various aisles.”

Quote by Sheena Iyengar

Author

Sheena Iyengar is a distinguished professor of business at Columbia University, recognized for her work in behavioral economics. Born on November 29, 1969, she has made significant contributions to our understanding of consumer choice and decision-making processes. more

You May Also Like

“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?”

People Firsts Different Cases Flavor Jam Jars

Author:Sheena Iyengar

“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.”

People Firsts Found Cases Saws Display Jam Jars

Author:Sheena Iyengar

“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.”

People Different Cases Variety Buying Display Flavor Jam Jars

Author:Sheena Iyengar

“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 Different Found Display Flavor Jam Jars

Author:Sheena Iyengar

“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.”

People Ifs Thinking Choices Study Doors Fewer Jam Jars

Author:Sheena Iyengar

“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.”

People Knows Looks Facts Know How Track

Author:Sheena Iyengar

“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 Ifs Wells Looks Would Be Today Asks Easier Six Asking Be Good Marketplace

Author:Sheena Iyengar

“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 Years Kind Different Sometimes Facts Choices Found Numbers Research Increase Stores Different Kinds Jam Aisle

Author:Sheena Iyengar

“With a lot of actors, you've got to chip through the surface to see who the real person is.”

Persons Real Actors Surface Chips Real Person

Author:Kevin Bacon

“I mean, my people were very, very simple. They were peasant people, you know?”

People Knows Mean Simple Peasants

Author:James Earl Jones