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CX Dive reporter Mark Levy referenced seminal research by Columbia Business School Professor Sheena Iyengar and co-author Mark Lepper in an article examining why consumers feel overwhelmed during decision-making. Drawing on findings from When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?, the piece explains that cognitive overload often stems from decision anxiety and risk avoidance—not simply the number of available options. The research highlights how uncertainty about making the “wrong” choice can paralyze action, offering insight into how organizations can design choice environments that reduce anxiety and improve engagement.
