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.