In Weird Math of Choices, 6 Choices Can Beat 600

“In a series of studies, Dr. Sheena S. Iyengar, an assistant professor at Columbia’s business school, and Dr. Mark R. Lepper, chairman of Stanford’s psychology department, have demonstrated that providing too many options — particularly when the differences between them are small — can make people feel overwhelmed and overloaded, and as a result, less likely to buy or pursue any of the options available.”