People buy more jelly beans when they’re offered an assortment of colors. This is true even if all the jelly beans taste the same. In experiments involving thousands of consumers, researchers at several major universities concluded that the more choices shoppers have, the more they buy.
Sometimes buying a product is difficult because of the variety of models–with options, add-on items, and services–the customer must choose from in order to obtain a complete solution. Promotional materials for these products must present the choices clearly and take advantage of opportunities for cross-selling and unselling.