From:
Psychology Today referenced research by Columbia Business School’s Sheena Iyengar and Mark Lepper examining how excessive choice can undermine motivation and decision-making. Their seminal study, When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?, demonstrates that an overabundance of options can lead to paralysis and reduced satisfaction. The article draws on their findings to explore how limiting choices may, in some contexts, enhance creativity and engagement.
