The Estate Agent Consultancy Podcast

The Jam That Paralysed a Supermarket: The Paradox of Choice

The Estate Agent Consultancy

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0:00 | 24:47

On a Saturday afternoon in 2000, a psychologist set up a jam tasting in a posh Californian supermarket — and accidentally ran one of the most famous experiments in the history of consumer psychology. What she discovered turned everything we thought we knew about choice on its head. This week, Toby tells the story of the twenty-four jars that stopped a supermarket in its tracks, and explores what the Paradox of Choice means for estate agents who are quietly drowning their own buyers, vendors and landlords in too many options.

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