Consumer research by two psychologists has revealed that US shoppers prefer not to have a huge choice of ice-cream flavours.

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.