Choice Overload
Too many options can reduce purchase and satisfaction, but only when sets are complex, tasks hard or preferences unclear; across studies the average effect is near zero, and the jam study is the exception.
An everyday example
Twenty-four jams drew browsers, six jams sold ten times more — and most replications found no effect.
What it can cost you
Paralysis in large sets; or being handed a 'simplified' set that removes the option that suited you.
Warning signs
- I gave up because there were too many.
- Their 'top 3' left out the cheap one.
One thing to do
Cut to three on two criteria of your own before comparing; distrust curated shortlists that omit the cheapest or plainest option.
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