Abundance of Choice and Its Effect on Decision Making

“Current research shows that, as the number of options increases, so does the level of complexity of the decision itself. Although people are inherently attracted to having lots of choices, when it comes to actually choosing from among a large number of options, people often find themselves paralyzed and unable to make a decision. Why is it that an abundance of choice can become so overwhelming?” (Colleen Roller ~ UXmatters)

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