How much choice is too much for consumers?

What is it about?

Although consumers love variety but actually choosing from a large variety leads to a lot of negative consequences. This phenomenon is commonly called - choice overload. This paper examines how much variety is actually too much for consumers to choose from.

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Why is it important?

There has been no clarity on the number of options which can be overwhelming for the consumers. This paper address this important gap and gives clarity on how much is too much.