Can consumers have too much choice?

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.