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In her book, The Art of Choosing, Sheena Iyengar talks about a study she did a few years back referred to as the "Jam experiment." In her study, she found that of all the people who visited a table with 24 different types of jam, only 3 percent of them would actually purchase a jar. In contrast, Iyengar found that 30 percent of the visitors of a table with only six different jams made a purchase. The author and professor at Columbia Business School tells Business Insider CEO Henry Blodget how the choices you offer your customers affect your business.
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