11  Iyengar and Lepper (2000)

Discussion paper: Iyengar and Lepper (2000) “When choice is demotivating: Can one desire too much of a good thing?”, Journal of Personality and Social Psychology

Supplementary papers:

• Schwartz (2004) “The Paradox of Choice: Why More is Less”, HarperCollins
• Chernev et al. (2015) “Choice overload: A conceptual review and meta-analysis”, Journal of Consumer Psychology

Iyengar and Lepper’s jam study is one of the most cited behavioural economics papers. It has also been the subject of many attempts at replication.

Chernev, A., Böckenholt, U., and Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333–358. https://doi.org/10.1016/j.jcps.2014.08.002

Iyengar, S. S., and Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 995–1006. https://doi.org/10.1037/0022-3514.79.6.995

Schwartz, B. (2004). The paradox of choice: Why more is less. HarperCollins.