In a study on the effects of choice on motivation, researchers set up a jam tasting booth at an upscale grocery store. On some days, they displayed a limited selection of 6 flavors; on others, they put out a much more extensive assortment of 24 flavors. Customers were allowed to taste as many jams as they wanted. They were then given a coupon, valid for one week, that entitled them to a small discount on the jam. The coupons were marked with code numbers so that the researchers would know which customers had cashed them in. In the end, 30% of customers who visited the smaller booth came back to buy some jam, compared to a meager 3% of customers who saw the booth with the larger selection.