Although consumers readily seek choice and abundance, the so-called choice-overload hypothesis suggests that having many options to choose from eventually leads to negative consequences, such as decreased post-choice satisfaction. The present research seeks to extend this claim by proposing that...

The choice overload hypothesis states that an increase in the number of options to choose from may lead to adverse consequences such as a decrease in the motivation to choose or the satisfaction with the finally chosen option. A number of studies found strong instances of choice overload in the...