Is More Choice; No Choice?

Social psychologists Iyengar and Lepper carried out an experiment that illustrated how, in practice, more choice isn’t necessarily beneficial.  

They evaluated reactions to two tasting tables at a supermarket; on one they laid out 24 different jams and on the other just 6. While more people elected to stop for the wider selection (60% vs 40%), a dramatically higher proportion purchased from the selection of six jams, whereas only 3% did so from the larger choice. Put another way, less than 2% of people will buy from a display of 24 jams, but 12% will if you give them a choice of just six.
Ref: Consumerology by Philip Graves