This result was corroborated in another context too; offering college students an optional, extra-credit assignment, they found many more students took part when given a smaller selection of essay options.
READ MORE: Dealing with a breakup: patch up that broken heart Researchers Shah and Wolford set-up a similar experiment in a US college library, offering students discounted pens in different selection sizes.
People were, however, twice as likely to buy a pen when presented with a moderate-sized selection.
Wanting to test this choice effect on subsequent satisfaction, Iyengar and Lepper also asked participants about their happiness after choosing from either a limited or extensive number of chocolates.
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