In 2000, Ingar-Lepper conducted an experiment: one group of customers in the store offered 6 jams, the second group offered 24 jams.
The results are surprising: despite the fact that the second group was more interested in the product, the conversion into purchases was higher (by 10 (!) times) in the first group. This is an example of cognitive thinking "Oh, such a choice, you have to think. I'll think about it and decide later."
The chart below illustrates how our confidence decreases as we increase our information (or choice, what is the same).
We suggest that you think about some examples of this distortion:
the choice of contractors for the project. With a large number of contractors, the choice becomes a random one (and you can use it) or the criteria are simplified to "price".
choosing a framework. God forbid to offer the client more than two options.
our favorite: show three layouts, we'll choose. Well, you got it.
Extyl-PRO 
