The lesson of jam sandwiches for service developers and marketeers

Behavioural economics has a lot to say about service design - what are the different aspects of the sometimes irrational way in which consumers interact with the world influence the design of services? The famous jam sandwic experiment found that consumers struggle to make a purchase when there is too much choice. What simple lessons can be learnt from this fast growing topic that could effect your proposition?

Questions answered :
What aspects of service design will result in the most favourable consumer response? how can I market my proposition most effectively in order to maximise my return on investment?