“Consumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item.”

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Originally said in English.

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About Sheena Iyengar

Sheena Iyengar is quoted here; further biographical details are not publicly available.

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"Consumers presented with six choices on an item were twice as likely…" — Sheena Iyengar | Daily Quotes