The Paradox of Choice

More options should mean better outcomes. In practice, large choice sets can sometimes create decision paralysis (choosing nothing), reduced satisfaction (second-guessing the choice made), and anxiety about the alternatives passed up.

In the well-known jam study, shoppers were offered either 6 or 24 varieties. The big display drew more browsers but produced about ten times fewer purchases than the small one. Treat that as a famous, contested demonstration rather than a universal law: choice overload depends on factors like option similarity, stakes, expertise, and how clearly people know what they want.