The Draeger's jam study, conducted by Sheena Iyengar and Mark Lepper in 2000, suggests that consumers are more likely to purchase when faced with fewer choices.

The Draeger's jam study, conducted by Sheena Iyengar and Mark Lepper in 2000, suggests that consumers are more likely to purchase when faced with fewer choices. When a selection of jams was reduced from 24 to 6, purchases increased significantly, illustrating—allegedly—the "choice overload." This ostensible paradox suggests that while complexity attracts attention, simplicity sells. Is reducing 24 to 6 "good design?" The study controlled for the actual quality of jams.