"This is an astonishing ratio if you've ever tried to do it in real life."
The logic behind the presumption that if some choice is good, more choice is
better seems compelling. But what might be called the “psychologic” of choice tells us
something different. In the last decade, research evidence has accumulated that there can
be too much of a good thing—that a point can be reached at which options paralyze
rather than liberate (Schwartz, 2004). And when there are too many choices, two
different things happen. First, satisfaction with whatever is chosen diminishes. And
second, people choose not to choose at all.
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