Somatic brain · Procedural Memory & Motor Habit
Hick-Hyman Law
Decision time grows with the log of the number of options; more choices slow you down, and a single big option next to many small ones gets chosen to end the delay.
An everyday example
A pricing page with one highlighted plan among five, chosen to stop reading.
What it can cost you
Taking the highlighted option to escape the comparison rather than because it fits.
Warning signs
- I picked the recommended plan to avoid comparing.
- The number of options made me want to leave.
One thing to do
Reduce the set yourself: eliminate options against two criteria before looking at highlights.
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