When choice is demotivating: can one desire too much of a good thing?
Draeger's, Menlo Park, two Saturdays; Wilkin & Sons jams, 6 against 24; 242 and 260 passers-by; 60 per cent (145) and 40 per cent (104) stopped; nearly 30 per cent (31) against 3 per cent (4) of those who stopped bought; $1 coupon; sampling 1.50 against 1.38 jams; Studies 2 and 3 on essays (6 against 30 topics) and chocolates (6 against 30).
Draeger's, Menlo Park, two Saturdays; Wilkin & Sons jams, 6 against 24; 242 and 260 passers-by; 60 per cent (145) and 40 per cent (104) stopped; nearly 30 per cent (31) against 3 per cent (4) of those who stopped bought; $1 coupon; sampling 1.50 against 1.38 jams; Studies 2 and 3 on essays (6 against 30 topics) and chocolates (6 against 30).
Written from the full text read 2026-10-14.
What our sources record
Reproduced as it was written when this source was checked, figures and all.
doi:10.1037/0022-3514.79.6.995. Full text read: Draeger's, Menlo Park, two Saturdays; Wilkin & Sons jams, 6 against 24; 242 and 260 passers-by; 60 per cent (145) and 40 per cent (104) stopped; nearly 30 per cent (31) against 3 per cent (4) of those who stopped bought; $1 coupon; sampling 1.50 against 1.38 jams; Studies 2 and 3 on essays (6 against 30 topics) and chocolates (6 against 30).