Sometimes too many choices can feel overwhelming.


(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.

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