"I never walked out the door and said, "Mirror, mirror on the wall, who's the fairest Baldwin brother of them all?""

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People were actually 6 times more likely to buy a jar of jam if they had encountered 6 than if they encountered 24, so what we learned from this study was that while people were more attracted to having more options, that's what sort of got them in the door or got them to think about jam, when it came to choosing time they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.

— Sheena Iyengar