The International Ice Cream Association reports that 1.52 billion gallons of ice cream were produced in 2009. Despite countless available flavors, the top two choices were vanilla (27.8%) and chocolate (14.3%). When confronted with too many choices, it appears that more than 40% of us clearly opt for one of two traditional favorites.
My theory is that we all like options. However, if these statistics are indicative, when the decision is important, providing limited versus abundant options may better drive a decision.
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