“More support”:http://www.columbia.edu/~ss957/whenchoice.html for the “paradox of choice”:http://sotto.org/2006/11/25/the_other_mores_law/
These findings are striking. Certainly, they appear to challenge a fundamental assumption held by psychologists and economists alike—that having more, rather than fewer, choices is necessarily more desirable and intrinsically motivating. The findings from this study show that an extensive array of options can at first seem highly appealing to consumers, yet at the same time, can subsequently reduce their motivation to purchase the product. Even though consumers presumably shop at this particular store in part because of the large number of selections available, having “too much” choice seems nonetheless to have hampered their later motivation to buy.
