Why do we have a harder time choosing when we have more options?

Choice Overload

, explained.
Bias

What is Choice Overload?

Choice overload, also known as overchoice, choice paralysis, or the paradox of choice, describes how people get overwhelmed when they are presented with many options. While we tend to assume that more choice is a good thing, research has shown that, in many cases, we have a harder time choosing from a larger array of options.

The image shows a stick figure on the left thinking, "I thought I wanted red, but now I'm feeling potato-sorbet..." In the background, there is a display of different color options labeled "Desire," "Potato," "Scarlet," "Sorbet," "Bark," "Wine," "Blood," "Candy," and "Rose." At the bottom, a small creature says "Blood." The title at the top reads "Choice Overload."

Where this bias occurs

Imagine it’s a hot day out, and you decide to pop into an unfamiliar coffee shop. As you get in line and look at the menu boards, you’re bombarded with a whole slew of options. Should you get a simple iced coffee or a Frappe? What flavor? But wait, the Frappes are so expensive—you should just go for a tea. But that has less caffeine and will give you less energy! What to do? By the time you get to the front of the line, your head is spinning so much that you just grab a bottle of water. You walk out, regretting that you didn’t get something a little more exciting.

Related Biases

Sources

  1. Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice overload: A conceptual review and meta-analysis. Journal of Consumer Psychology, 25(2), 333-358. https://doi.org/10.1016/j.jcps.2014.08.002
  2. Schwartz, B. (2005). The paradox of choice [Video]. TED: Ideas worth spreading. https://www.ted.com/talks/barry_schwartz_the_paradox_of_choice/up-next?language=en#t-783964
  3. Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 300-322. https://doi.org/10.1017/cbo9780511618031.017
  4. Diehl, K., & Poynor, C. (2010). Great expectations?! Assortment size, expectations, and satisfaction. Journal of Marketing Research, 47(2), 312-322. https://doi.org/10.1509/jmkr.47.2.312
  5. Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S., White, K., & Lehman, D. R. (2002). Maximizing versus satisficing: Happiness is a matter of choice. Journal of Personality and Social Psychology, 83(5), 1178-1197. https://doi.org/10.1037/0022-3514.83.5.1178
  6. Schwartz, B. (2009). The paradox of choice: Why more is less. HarperCollins.
  7. Morrin, M., Broniarczyk, S. M., & Inman, J. J. (2012). Plan format and participation in 401(k) plans: The moderating role of investor knowledge. Journal of Public Policy & Marketing, 31(2), 254-268. https://doi.org/10.1509/jppm.10.122
  8. Hiebert, P. (2014, December 18). The paradox of choice, 10 years later. Pacific Standard. https://psmag.com/social-justice/paradox-choice-barry-schwartz-psychology-10-years-later-96706
  9. Choi, J., & Fishbach, A. (2011). Choice as an end versus a means. Journal of Marketing Research, 48(3), 544-554. https://doi.org/10.1509/jmkr.48.3.544
  10. Muench, F. (2010, November 1). The burden of choice. Psychology Today. https://www.psychologytoday.com/ca/blog/more-tech-support/201011/the-burden-choice
  11. Jacobs, T. (2014, July 14). Presence of a smartphone lowers quality of conversations. Pacific Standard. https://psmag.com/social-justice/presence-smart-phone-lowers-quality-person-conversations-85805
  12. Tugend, A. (2010, February 27). Too many choices: A problem that can paralyze. The New York Times. https://www.nytimes.com/2010/02/27/your-money/27shortcuts.html?_r=1&
  13. Chernev, A., Böckenholt, U., & Goodman, J. K. (2014). Choice overload: A conceptual review and meta‐analysis. Journal of Consumer Psychology, 25(2), 333–358. https://doi.org/10.1016/j.jcps.2014.08.002 
  14. Sthapit, E. (2018). The more the merrier: Souvenir shopping, the absence of choice overload and preferred attributes. Tourism Management Perspectives, 26, 126–134. https://doi.org/10.1016/j.tmp.2017.10.001

About the Authors

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Dan Pilat

Dan is a Co-Founder and Managing Director at The Decision Lab. He is a bestselling author of Intention - a book he wrote with Wiley on the mindful application of behavioral science in organizations. Dan has a background in organizational decision making, with a BComm in Decision & Information Systems from McGill University. He has worked on enterprise-level behavioral architecture at TD Securities and BMO Capital Markets, where he advised management on the implementation of systems processing billions of dollars per week. Driven by an appetite for the latest in technology, Dan created a course on business intelligence and lectured at McGill University, and has applied behavioral science to topics such as augmented and virtual reality.

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Dr. Sekoul Krastev

Sekoul is a Co-Founder and Managing Director at The Decision Lab. He is a bestselling author of Intention - a book he wrote with Wiley on the mindful application of behavioral science in organizations. A decision scientist with a PhD in Decision Neuroscience from McGill University, Sekoul's work has been featured in peer-reviewed journals and has been presented at conferences around the world. Sekoul previously advised management on innovation and engagement strategy at The Boston Consulting Group as well as on online media strategy at Google. He has a deep interest in the applications of behavioral science to new technology and has published on these topics in places such as the Huffington Post and Strategy & Business.

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