Can consumers have too much choice?

Thomas Rice, Yaniv Hanoch

Research output: Contribution to journalEditorialpeer-review

1 Citation (Scopus)


The idea that people can have ‘too much’ choice is anathema to many of our economist and psychologist colleagues. Economists find more choice to be liberating for individuals, because they can reach a higher state of utility by finding just the right product. For society, it breeds healthy competition, bringing us further away from a monopolistic environment. Psychologists focus more on individuals; additional choice is usually viewed as empowering. It allows individuals to experience a greater sense of control. Lack of choice is, quite appropriately, often viewed as a hallmark of lack of freedom.
Original languageEnglish
Pages (from-to)325-327
Number of pages3
JournalExpert Review of Pharmacoeconomics and Outcomes Research
Issue number4
Publication statusPublished - 2008
Externally publishedYes


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