Choice overload
Too many options can reduce the likelihood of buying and satisfaction afterwards, but only under certain conditions.
Where it applies
Five of the eight page areas.
HomepageAlso applies CategoryMainly here SearchAlso applies ProductAlso applies CartNot typical CheckoutNot typical Post-purchaseNot typical
It also applies sitewide, on every page. See everything at work on Category pages
How to use it
Six ways to put it to work.
- Make choosing easier before making the range smaller.
- Provide strong filters and sorting.
- Offer curated edits and “best for...” guidance.
- Show fewer variants at once.
- Prune near-duplicate lines that differ very little.
- Keep the brands and flavours shoppers look for.
What the research found
On average the effect is virtually zero. It appears under particular conditions.
Across 50 experiments and 5,036 people, the average effect was virtually zero.
A 2010 meta-analysis of 50 experiments (5,036 people) found an average effect of virtually zero with wide variation. A 2015 one found overload with complex sets, hard tasks, unclear preferences and a goal of keeping effort low. When an online grocer cut mostly low-selling lines, category sales rose 11% on average, but customers shopped less often.
Key research
Five sources, each checked.
Last reviewed
Iyengar & Lepper (2000) When choice is demotivating: Can one desire too much of a good thing? J. Personality & Social Psychology Read the source Scheibehenne, Greifeneder & Todd (2010)Meta-analysis Can There Ever Be Too Many Options? A Meta-Analytic Review of Choice Overload J. Consumer Research Read the source Chernev, Böckenholt & Goodman (2015)Meta-analysis Choice overload: A conceptual review and meta-analysis J. Consumer Psychology Read the source Boatwright & Nunes (2001) Reducing Assortment: An Attribute-Based Approach J. Marketing Read the source Borle, Boatwright, Kadane, Nunes & Shmueli (2005) The Effect of Product Assortment Changes on Customer Retention Marketing Science Read the source