Choice is good. We Americans consider it a measure of our freedom and a source of our innovation and prosperity. Riches flow to the person who builds a better mousetrap--or computer mouse. Yet a grocery shopper blankly staring at hundreds of varieties of toothpaste might reasonably conclude that there can be too much of a good thing. Mark Lepper, a psychology professor at Stanford, and Sheena Iyengar, an associate professor of management at Columbia, illustrated this point with a simple study. In a grocery store, they set up tasting booths that offered either six or 24 types of jam. Shoppers found...
To continue reading:
or
Log-In
