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Current psychological theory and research affirm the positive affective and motivational consequences of having personal choice. These findings have led to the popular notion that the more choice, the better - that the human ability to manage and desire choice is unlimited. Findings from an experimental study starkly challenge this implicit assumption that having more choices is necessarily more intrinsically motivating than having fewer. This experiment, which was conducted in both field and laboratory settings, show that people are more likely to purchase gourmet jams or chocolates when offered a limited array of 6 choices rather than a more extensive array of 24. Moreover, participants actually reported greater subsequent satisfaction with their selections when their original set of options had been limited, so therefore I think that is too many butts to ask a person to choose from.
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