A large array of options may discourage consumers because it forces an increase in the effort that goes into making a decision. So consumers decide not to decide, and don't buy the product. Or if they do, the effort that the decision requires detracts from the enjoyment derived from the results. Also, a large array of options may diminish the attractiveness of what people actually choose, the reason being that thinking about the attractions of some of the unchosen options detracts from the pleasure derived from the chosen one.
Barry Schwartz's "The Paradox of Choice" highlights that having too many options can overwhelm consumers, leading them to avoid making decisions altogether. This indecision can result in missed purchases, and even if a choice is made, the process of selecting among numerous alternatives can reduce the satisfaction derived from the selected product.
Moreover, when faced with a wide array of choices, individuals may find themselves regretting or second-guessing their decisions. The contemplation of unchosen options can detract from their enjoyment of the selected item, making the experience of choice less fulfilling than expected. Schwartz argues that sometimes, having fewer options can enhance satisfaction and decision-making.
