Such a simple but illuminating experiment, click through to find their results!

But is less always more? Most of the studies on number of choices have either given participants a very small or a very large number of options. Does this mean just one choice is the best? Or is there some larger number of choices that is optimal?

To find out, Avni Shah and George Wolford set up a table in a busy corridor at Dartmouth University and asked passersby to help their department select the best pen to order for its supply closet. They varied the number of pens sampled from 2 to 20. Each pen was similarly priced at around $2, and while each pen was different, all were “roller-ball” style pens with black ink.

via Is less always more? : Cognitive Daily.

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