An experiment in the US by psychology professor Mark Leper from California's Stanford University and business professor Sheena Iyengar of Columbia University yielded some surprising results. A tasting booth displayed six varieties of jam and later a range of 24 varieties in a bid to see which range attracted the most people and where most purchases were made. More customers stopped to sample the wider selection of 24 flavours. But of those, only 3% bought a jar while a comparatively huge 30% of the smaller group made a purchase from the limited range. In a similar test involving six or 30 choices of chocolate, participants reported enjoying the process of choosing from the bigger range, but said they were less satisfied with their choice. Many regretted their choice, wishing they had chosen another type of chocolate instead. {{COVER FEATURE }}