Sometimes too many choices can feel overwhelming.
Situation:
(1) A person is exposed to many choices.
(2) The person cannot choose or feels overwhelmed.
(3) When given a much smaller number of choices the person performs better and is more satisfied.
This does not apply to all situations or people or products.
Take-home messages:
(1) Increasing choices can be counterproductive and is associated with higher costs.
(2) A smaller number of choices may be more effective.
(3) Greater choice does not always translate into greater user satisfaction.
