#5 Paradox of Choice

More options often cause decision paralysis, buyer’s remorse, and dissatisfaction. Help users make faster decisions by providing less choices.

 

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References:

• Williams, Darrell. “What Is Hicks Law and How Can We Use It to Simplify Choices?: VWO.” Blog, 20 July 2023, vwo.com/blog/what-is-hicks-law-and-how-it-can-simplify-choices/.

• Iyengar, Sheena S., and Mark R. Lepper. When Choice Is Demotivating: Can One Desire Too ... - UW Faculty Web Server, faculty.washington.edu/jdb/345/345%20Articles/Iyengar%20%26%20Lepper%20(2000).pdf. Accessed 4 Aug. 2023.

• W. E. Hick (1952): On the rate of gain of information, Quarterly Journal of
  Experimental Psychology, 4:1, 11-26