Consider logging onto your music streaming app, spending time to look for something new and choosing an old favourite in the end.
Or, visiting an online store to buy a specific item, looking at a number of other available options and leaving without buying.
Or, going to a supermarket to get a product you don’t buy often and getting confused with all the available options.
The paradox of choice is real. While having a choice is empowering, having too many choices can make it difficult to take the decision. That’s true for both small and big decisions in life.
Companies often use marketing or product features to address this phenomenon and make it easier for users to make a decision. Typical SAAS offering with 3 pricing options. Recommended videos on YouTube or Netflix. Discounted items on the front aisle at the Supermarkets.
If you are on the choosing side, taking time to research options and having decision criteria can often help.