From:
The Robin Report referenced research by Columbia Business School’s Sheena Iyengar and Mark Lepper on how excessive choice can diminish engagement and satisfaction. Their influential study, When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?, demonstrates that too many options can overwhelm consumers and reduce follow-through. The article applies these findings to retail strategy, arguing that thoughtful curation—rather than limitless selection—can drive stronger customer response and brand loyalty.
