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A Medium article referenced research by Columbia Business School’s Sheena Iyengar and Mark Lepper exploring how an overabundance of options can undermine decision-making and reduce consumer satisfaction. Their seminal study, When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?, demonstrates that while consumers value having options, too many choices can lead to inaction and diminished engagement. The research continues to inform discussions in business strategy, marketing, and behavioral science about how structuring choice can improve customer outcomes.
