Choice overload (also referred to as “overchoice”) is the overwhelming feeling of making a decision in the face of numerous, equally desirable options. Decision-making is stalled as a result of considering each option in order to avoid making the wrong decision. In the face of too many choices, choice overload can lead to increased feelings of pressure to make a decision and more dissatisfaction with your choice, compared to choices made from a smaller choice set. As a result of choice overload, people may tend to rely more on heuristics during decision-making (e.g., choosing the default option) or even opt for choice deferral, in order to avoid making the decision at all. Choice overload is said to be reversed when the choices are being made for someone else, and has important implications for behavioral economics.

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