Hick's Law describes the change in the time required for a person to reach a decision based on the number of possible choices. Too many choices can lead to indecision.

Synonym: Hick-Hyman law


Hick's Law is related to the Paradox of Choice.


The law states that the time needed for a person to make a choice increases logarithmically with the number of choices.


The pattern occurs because a person tends to subdivide the choices into categories, reducing the amount time compared to a linear process if each was made separately.


This can be expressed as:


time to make a choice = choice reaction time =

= (constant) * LOG2((number of choices) + 1)

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