While common sense may suggest that there’s no such thing as having too many choices, human nature dictates the opposite. Take the famous jam study, wherein sociologists set up two displays at a gourmet store. The first contained six preserve options, the other boasted an array of 24. All customers were offered a dollar-off coupon if they bought a jar. In the end, 30 percent of shoppers exposed to the smaller selection took home jelly, while only three percent of the latter group made a purchase.