Consumer research by two psychologists has revealed that US shoppers prefer not to have a huge choice of ice-cream flavours.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The study, published in the Journal of Personality and Social Psychology, involved researchers at Stanford University offering US shoppers an ice-cream. They had to choose from either six or thirty gourmet flavours. Interestingly, those picking from a choice of thirty reported back that their choice was less tasty and less enjoyable than those who chose one of just six options.
When tempting consumers to make a satisfying choice then, less is arguably more.
