B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
30%
30% -- purchase rate for consumers in jam assortment experiment (24 vs limited varieties) (2025)
Shoppers offered 6 jam varieties in the Iyengar and Lepper study had a 30% purchase rate.
- Historical academic study cited as an example
- Replication attempts have produced mixed results according to later meta-analyses
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
30%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
leadalchemists.com
Primary
Tier C
https://www.leadalchemists.com/marketing-psychology/paradox-of-choice/ ↗
Source Article
Guide to The Paradox of Choice in Marketing: Description, Psychology, and Examples - Quality Lead Generation From The Lead Alchemists Agency
Guide to The Paradox of Choice in Marketing: Description, Psychology, and Examples
The Paradox of Choice is the counterintuitive finding that more choice often leads to fewer decisions and less happiness. If you have ever walked into a shop, seen dozens of similar products, and left without buying a…
Original Research
leadalchemists.com
· Original study ↗
Methodology
Referenced as example statistic (classic jam study); limited context in source
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers in jam assortment experiment (24 vs limited varieties): 30% purchase rate. Source: leadalchemists.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/jam-study-purchase-rates-30-3
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<blockquote cite="https://lighthousedata.io/data/jam-study-purchase-rates-30-3" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- purchase rate for consumers in jam assortment experiment (24 vs limited varieties)<br><small>Source: leadalchemists.com (2025) · <a href="https://lighthousedata.io/data/jam-study-purchase-rates-30-3" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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