Stephen Dubner

What prior scientists would say and had been saying for decades is that choice is motivating. That having choice or even the illusion of choice is associated with increased satisfaction and feeling more control over your life. Therefore, the kids who could choose their toy should be happier for having the options and more likely to play longer.

What prior scientists would say and had been saying for decades is that choice is motivating. That having choice or even the illusion of choice is associated with increased satisfaction and feeling more control over your life. Therefore, the kids who could choose their toy should be happier for having the options and more likely to play longer.

These ideas about choice were prominent not just in psychology. They were baked into the foundation of economic thinking at the time. That more choice is almost always better than less choice. But when Iyengar started her study and brought in the kids who could choose from an entire room full of toys.

These ideas about choice were prominent not just in psychology. They were baked into the foundation of economic thinking at the time. That more choice is almost always better than less choice. But when Iyengar started her study and brought in the kids who could choose from an entire room full of toys.

These ideas about choice were prominent not just in psychology. They were baked into the foundation of economic thinking at the time. That more choice is almost always better than less choice. But when Iyengar started her study and brought in the kids who could choose from an entire room full of toys.

So Iyengar went back and examined some of those earlier studies about choice and decision-making. She realized that when those researchers described giving people lots of choice, in reality, that meant something like two to six options. Not a roomful like she had tried. So Iyengar ran a different study, this time limiting the number of choices.

So Iyengar went back and examined some of those earlier studies about choice and decision-making. She realized that when those researchers described giving people lots of choice, in reality, that meant something like two to six options. Not a roomful like she had tried. So Iyengar ran a different study, this time limiting the number of choices.

So Iyengar went back and examined some of those earlier studies about choice and decision-making. She realized that when those researchers described giving people lots of choice, in reality, that meant something like two to six options. Not a roomful like she had tried. So Iyengar ran a different study, this time limiting the number of choices.

And now she confirmed what her predecessors had found. But she kept thinking about what happened in that first study with the roomful of toys.

And now she confirmed what her predecessors had found. But she kept thinking about what happened in that first study with the roomful of toys.

And now she confirmed what her predecessors had found. But she kept thinking about what happened in that first study with the roomful of toys.

The store is called Draeger's Market. It's a Northern California institution. Iyengar was at Stanford at the time.

The store is called Draeger's Market. It's a Northern California institution. Iyengar was at Stanford at the time.

The store is called Draeger's Market. It's a Northern California institution. Iyengar was at Stanford at the time.

So Iyengar designed an experiment at Draeger's to answer the question. She set up a tasting booth for jams, and she alternated the choice set. Sometimes the booth would feature six different jams, and sometimes 24.

So Iyengar designed an experiment at Draeger's to answer the question. She set up a tasting booth for jams, and she alternated the choice set. Sometimes the booth would feature six different jams, and sometimes 24.

So Iyengar designed an experiment at Draeger's to answer the question. She set up a tasting booth for jams, and she alternated the choice set. Sometimes the booth would feature six different jams, and sometimes 24.

Interesting. A larger choice set generates more interest. The smaller choice set generates more action. Sheena Iyengar's JAM study, very simple but very powerful, would go on to become one of the most famous studies in decision science because it illustrates what a lot of us feel when we enter, for instance, a gigantic supermarket.

Interesting. A larger choice set generates more interest. The smaller choice set generates more action. Sheena Iyengar's JAM study, very simple but very powerful, would go on to become one of the most famous studies in decision science because it illustrates what a lot of us feel when we enter, for instance, a gigantic supermarket.

Interesting. A larger choice set generates more interest. The smaller choice set generates more action. Sheena Iyengar's JAM study, very simple but very powerful, would go on to become one of the most famous studies in decision science because it illustrates what a lot of us feel when we enter, for instance, a gigantic supermarket.