For my first study, I went back to Draeger’s, this time not as a customer but as a scientist, and set up a tasting booth where we offered, alternately, 6 or 24 flavors of jam. More shoppers stopped when there were 24 jams to taste as opposed to 6; however, only 3 percent of them actually bought jam from the larger display, while 30 percent bought from the smaller selection. Customers found more choices initially more appealing, but more choices ultimately resulted in inaction.
And recently, we examined how the number of 401(k) options affected the retirement savings decisions of approximately 800,000 employees at nearly 650 companies. Holding employee and employer demographics constant, our findings revealed that more options led to drops in participation rates. Moreover, even among those who did choose to participate, we found that the more options employees were given, the more likely they were to allocate their retirement savings to such conservative assets as money markets and bonds rather than to seemingly more risky equity funds.
原文很长，我大致看了下，只觉得这两段跟JJ类似，考过的筒子们上来确认下哈~~
想看原文的移步这里~~http://www7.gsb.columbia.edu/alumni/news/Eureka-Extraordinary-Discoveries-Everyday-Life | 
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发表于 2012-2-16 16:22:30
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