According to an October 2018 article published in the U.S. online journal Nature Human Behavior, “having too much choice can be detrimental if the costs of choice outweigh its benefits due to ‘choice overload'”. This finding confirms that there comes a point when consumers faced with too many options lose their bearings. In his book.
Less Choice is More
Overwhelmed by the infinite range of possibles available on today’s markets, consumers are turning to brands that offer a more rational approach and … fewer options!