Do you always make the best choices? What do you spend more time on? Choosing your financial portfolio or deciding the colour of your car or your nails? Unfortunately, many of us do the latter according to psychologist Sheena Iyengar, author of The Art of Choosing.
She says too little choice can damage your mental and physical health, while too many choices can paralyze you. Take the case of the jam. Iyengar set up two kinds of displays: one with six kinds of jam and one with 24. A lot more people stopped at the bigger display. But they were 6 times more likely to buy when there were only 6 choices.