The Power of Choice and Decision Fatigue

A study showed that offering more choices attracted more customer interest initially, but led to decreased purchase decisions. When faced with 24 options, 60% of people stopped to sample jam compared to 40% with 6 options. However, only 3% of those who stopped with 24 choices made a purchase compared to a higher conversion rate with 6 options. This indicates that while more choices may capture attention, they can also lead to decision fatigue and reduce the likelihood of making a purchase.