From:
A Medium article referenced research by Columbia Business School’s Sheena Iyengar and Mark Lepper on how excessive choice can reduce satisfaction and discourage consumers from completing purchases. Their landmark study, When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?, shows that while people value variety, too many options can create cognitive overload and decision paralysis. The article applies these insights to consumer decision-making, emphasizing the value of thoughtful curation.
