Buying Behavior as a Function of Parametric Variation of Number of Choices

@article{Shah2007BuyingBA,
  title={Buying Behavior as a Function of Parametric Variation of Number of Choices},
  author={A. Shah and G. Wolford},
  journal={Psychological Science},
  year={2007},
  volume={18},
  pages={369 - 370}
}
There is accumulating evidence that having many options from which to choose may be counterproductive (Iyengar & Lepper, 2000; Iyengar, Well, & Schwartz, 2006; Schwartz, 2004). In the consumer world, Procter & Gamble noticed a 10% increase in sales of its Head & Shoulders brand after they reduced the number of varieties (Goldstein, 2001). Iyengar and Lepper (2000) carried out three experiments in which subjects had to choose from a small set of 6 options or from a larger set of 24 or 30 options… Expand
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FINAL MATERIALS RECEIVED 10/2/06)
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      Proportion of subjects who bought any pens as a function of the number of choices available