Research paper
Iyengar SS, Lepper MR. When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology. 2000 Dec;79(6):995-1006. doi:10.1037/0022-3514.79.6.995. PMID: 11138768.
Why we cite it
The famous "jam study" — three experiments (field, educational, laboratory) demonstrating that extensive choice (24-30 options) is initially more attractive than limited choice (6 options) but produces dramatically worse outcomes: lower purchase rates, lower task completion, lower satisfaction, and worse performance. Established the "choice overload" concept and challenged the assumption that more choice is always better. Identified enhanced responsibility/regret (not satisficing) as the mediating mechanism.
DOI: 10.1037/0022-3514.79.6.995 · PubMed 11138768 · Publisher