When we have more to choose from, we may make more healthful choices

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Walk into any large grocery store and the selection is often mind-boggling. Just standing in front of the toothpaste aisle alone can induce a migraine.

But maybe that enormous array of items can be a good thing. Even a healthful thing.

That’s what some researchers discovered in a study that compared results of giving men and women small choices and large choices of items to see how it affected what they chose.

In one test, 121 participants were shown photos of a large (10 options) and small (two options) display of ice cream, each offering a selection of flavors in regular and low-fat versions. They were asked to select the one they preferred.

Those who chose ice cream from the larger variety were more apt to choose a reduced-fat flavor over a fattier version than those selecting from the smaller grouping — 37% versus 20%.

In another experiment, two trays were set out in a public area, one containing six types of fruit and six kinds of cookies and cakes. The other tray held two items from each group. Trays were restocked as the food was eaten; 75 people were observed making their selections.

More people grabbed fruit from the fuller tray than they did the more sparse one, 76% versus 55%.

‘Because choosing from larger assortments is often more difficult, it leads people to select options that are easier to justify,’ said the authors in a release. ‘Virtuous and utilitarian necessities are generally easier to justify than indulgences. Consequently, people faced with a larger menu might be more likely to take the garden salad over the pepperoni pizza or the reduced-fat strawberry ice cream over the double chocolate mocha crunch.’

The study is published in the April 2009 issue of the Journal of Consumer Research.

-- Jeannine Stein