While it is a common assumption that the variety of options is what attracts people in making a choice, the overabundance of options may sometimes result in negative consequences.

The effects of too many options can lead to a lack of motivation to choose, increase in stress and anxiety and the potential for regret. This behavioural phenomenon is referred to as “choice overload”.

In this blog we explore the consequences of choice overload and how it effects us, as a consumer.