Utilizing Choice Limitations to Boost Sales

Research by Sheena Ainga and Richard Chateway demonstrates the effectiveness of limiting choices to increase sales. Ainga's jam study revealed that reducing options from 30 to 6 led to a 10 times increase in sales. Chateway's work with newspapers showed that decreasing choices from 120 to 8 resulted in a 5% uplift in sales. These studies emphasize that offering too many options can overwhelm customers, and the optimal range of choices seems to be around 7 plus or minus 2 for maximum sales impact.