Choice is a wonderful thing, but when US psychologist Barry Schwartz went shopping for jeans he discovered it has a downside. Slim fit or easy fit? Relaxed fit, baggy or extra baggy? Button-fly or zipper-fly?Faded or regular? He was dumbstruck. And, he began to wonder, when it comes to choice do we now have too much of a good thing?

Schwartz’s jean-buying experience prompted a study into the consumer costs of choice. The results pose some profound challenges for marketers.
Source: Business & Financial Management