What the Jam Jar Study Reveals About Marketing Clarity and Client Action

Marketing doesn’t fall apart because of bad ideas.

It breaks down in the gaps between good ones.

That’s what a small group of researchers discovered—not in a lab, but in the middle of a California gourmet market.

A team from Columbia University set up a simple tasting station just inside the doors. The table was beautiful and inviting, laid out with 24 flavors of Wilkin & Sons jam. Glass jars lined the table like little jewels, each promising something sweet, new, and just a little indulgent.

Shoppers were invited to stop, sample, and take a coupon: $1 off any jar of their choosing.

It worked—60% of shoppers stopped at the table when all 24 flavors were on display. On average, they tasted two jams before moving on.

A few hours later, the same team swapped out the setup.

Only six flavors were now available to sample—just as beautiful, just as delicious, but far fewer to choose from.

This time, 40% of shoppers stopped to engage. 

Again, they sampled about two jams each—no major difference in behavior.

Here’s the kicker:

The 24-jar display? Only 3% of shoppers bought a jar.
The 6-jar display? 30% made a purchase.

That’s a 10x increase in sales—simply by offering less.

This is the now-famous “jam jar study,” led by psychologist Sheena Iyengar, and it’s become a cornerstone in marketing psychology. Why? It proves what many of us have felt but couldn’t quite name:

More options get more attention. But fewer options lead to more action.

And in today’s noisy digital landscape, that truth is more relevant than ever.

The Cost of Overwhelm

Too many choices don’t just stall decision-making—they erode confidence.

When we’re faced with 20+ options, we start second-guessing everything.
What if we make the wrong call? What if there’s something better we haven’t seen yet?

Just ask anyone who’s been on a dating app. Endless options don’t make it easier to commit—they make it harder to trust your gut.

So we keep looking, keep comparing… and often never choose at all.

It’s not disinterest. It’s not indecision.
It’s what happens when overwhelm and uncertainty meet.

Even your ideal client will say no—not because they don’t want it, but because too many choices make any choice feel risky.

That’s exactly what happened in the jam jar study.
People stopped. They sampled. They showed interest.
But they left without buying—because too many choices made them question the whole decision.

What’s Really Missing

We see it all the time.

Business owners trying everything—posting on social, updating their website, running ads, launching new offers. It’s not that they’re unclear on what they want. It’s that they’re trying to say it all at once, in every format, on every platform.

At first glance, it looks like a visibility problem: If you want more sales, you need to get in front of more people.

But when we dig deeper, it’s often more of a clarity problem.

What’s missing isn’t more content or platforms—it’s a roadmap. A simple, intentional path that guides your audience toward the next best step.

You’re not just selling a service.
You’re walking someone through a decision.
And if your path isn’t clear, they don’t follow it—no matter how much they like you.

The Clarity Difference

And here’s the thing—clarity doesn’t just help people act.
It helps them show up better, too.

In a follow-up study by the same research team, college students were offered an optional extra-credit essay. One group chose from 6 prompts, the other from 30.

The students with fewer choices were significantly more likely to complete the assignment—and their essays were rated higher in quality. More focus. Better structure. Stronger ideas.

When people know what to do, they show up differently.

And it doesn’t stop at performance.

In another version of the study, participants were asked to choose a chocolate from either a small or large selection. Those given fewer options chose faster—and reported more satisfaction with what they picked.

Less choice = more confidence.

That’s the hidden power of clarity.
It helps people take action—and feel good about it.

Stuck in Consideration Mode?

It’s easy to assume your audience just isn’t seeing your content.

But what if they are?

They’re watching.
They’re reading.
They’re curious.

They’re paying attention—but they’re not converting.
Why? They’re not confident in the next decision.

If every post points in a slightly different direction…
If every offer has a different goal…
If each CTA feels like a moving target…

Even your best-fit clients will pause.

A confused mind says no.
A clear path creates momentum.

That’s the power of strategy.
Not to say more or less—but to connect the dots.
To give your audience one clear reason to act—and one clear way to do it.

Otherwise, all that content, all that effort?
It’s just samples.

And your strategy?
Hope someone bites.

The Road From Attention to Action

You’re already doing the work.
You’re showing up, creating great content, earning attention.

But if your audience is staying stuck in consideration mode —
If they’re watching but not moving —
It’s not because they’re not interested.

It’s because they don’t know where to go next.

Every message, every offer, every CTA is leading them somewhere.

But are they all leading in the same direction?

Or are there forks in the road?
Conflicting signals?
Too many jam jars on the table?

That’s what our 2025 Marketing Audit & 2026 Strategic Plan is built to uncover.
We map your client journey—start to finish—and find where the path breaks down.

Together, we’ll:

• Identify the gaps, mixed messages, or friction points that stall momentum
• Clarify your client journey so every step builds toward action
• Align your marketing into one seamless, strategic system

Because great content isn’t enough if it’s pulling in too many directions.
But with a clear roadmap, every piece of your marketing starts working together—to move the right people forward.

Book Your Planning Session

Marketing Strategy With SchlickArt 

At SchlickArt, we believe the best marketing strategies start with real conversations, honest goals and a deep understanding of your unique business. That’s why our approach to strategy goes far beyond spreadsheets and surface-level planning. We take the time to get to know you—your story, your values and the vision driving your work—so we can craft a plan that not only performs but feels right every step of the way.

Whether you’re scaling your business, launching a new offer or simply ready to take the guesswork out of your content, our strategy services are designed to bring clarity, purpose and momentum to your marketing. From high-level consulting and quarterly planning sessions to detailed content calendars and brand messaging, we offer tailored support that meets you where you are—and grows with you.

If you’re looking for a strategic partner who listens closely, thinks creatively and plans intentionally, we’re here to help. Let’s map out a marketing strategy that reflects your goals, supports your team and tells your story with impact.

About SchlickArt 

SchlickArt, a luxury visual marketing company based in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of authenticity that shines through every camera lens. Built on a philosophy–rather than a product, service or person–SchlickArt has rapidly evolved, meeting fractional CMO, business and strategy planning, professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt. 

Kirsten Quinn

A lover of strong coffee and yellowed pages, Kirsten Quinn-Smith is a professional content writer and owner of WordSmith Content Marketing here in Santa Clarita. She believes great content can forge a loyal, authentic and beneficial relationship between you and your audience – and grow your business. With each piece of writing, Kirsten's goal is to position you in the content spotlight through audience-centered, strategy-based writing that actually sounds like you. Why? Everyone has a story, and every story deserves to be heard.

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