About 60% of the people stopped when we had 24 jams on display,
and then at the times when we had 6 different flavors of jam out
on display only 40% of the people actually stopped, so more people
were clearly attracted to the larger varieties of options, but
then when it came down to buying, so the second thing we looked at
is in what case were people more likely to buy a jar of jam.
What we found was that of the people who stopped when there were
24 different flavors of jam out on display only 3% of them
actually bought a jar of jam, whereas of the people who stopped
when there were 6 different flavors of jam 30% of them actually
bought a jar of jam. So, if you do the math, people were actually
6 times more likely to buy a jar of jam if they had encountered 6
than if they encountered 24, so what we learned from this study
was that while people were more attracted to having more options,
that’s what sort of got them in the door or got them to think
about jam, when it came to choosing time they were actually less
likely to make a choice if they had more to choose from than if
they had fewer to choose from.
Think about this in the context of, say, Apple Stores.
(Would it have killed them to add a few paragraph breaks to the transcript, though?)