The “mere category effect”

Now Iyengar has published a new study showing that one way to combat the effects of excessive choice is to group items into categories. It turns out that even useless categories make people happier with their choices.

In other words: even “useless” categories can be better than no categories. The study is titled: “The Mere Categorization Effect: How the Presence of Categories Increases Choosers’ Perceptions of Assortment Variety and Outcome Satisfaction” (PDF)

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