hard · GRE Verbal
A study of consumer behavior found that while people generally claim to prefer more variety when shopping, those who were presented with twenty-four different flavors of jam were significantly less likely to make a purchase than those presented with only six.
Which of the following, if true, most helps to resolve the apparent paradox?
- The cognitive effort required to choose from a large set of options often leads consumers to defer the decision entirely.
- The six flavors offered in the smaller set included the most popular choices, such as strawberry and grape.
- The larger display of jam was located in a busier part of the store where customers felt more rushed while browsing.
- Jams in the smaller set were priced slightly lower on average than the specialty flavors in the larger set.
- Market research shows that consumers who buy jam also tend to buy bread and peanut butter during the same trip.
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