Jam paradox: decision overload due to diversity

February 14, 2024

The jam paradox describes the phenomenon that too many options, such as a large number of jam varieties, can lead to consumer decision overload and reduce the willingness to buy. This finding is particularly relevant for start-ups, as it shows how important it is to optimise the product range and not overwhelm customers with too many alternatives. By taking the jam paradox into account, companies can make their product strategies more effective, improve the customer experience and ultimately increase conversion rates.