The Paradox of Choice states that too many options makes decision-making more difficult and leads to dissatisfaction. Although we might assume that more choices contribute to greater satisfaction, studies show that people often feel overwhelmed and question their choice more when they have too many options. When it comes to making a purchase decision, this often leads to people preferring to do without the purchase altogether rather than expose themselves to the risk of making the wrong decision.

In terms of its meaning, it is very similar to 'Hick's Law'.

Origin

These considerations were mainly shaped by Barry Schwartz, who in 2004 in "The Paradox of Choice: Why More Is Less" drew attention to the negative consequences of excessive choice.

  • Schwartz, B. (2004). The Paradox of Choice: Why More Is Less. New York: Ecco.
  • Iyengar, S. S. & Lepper, M. R. (2000). When choice is demotivating. Journal of Personality and Social Psychology, 79(6), 995–1006.

Application in UX and UI design

The Paradox of Choice is highly relevant for digital products and interfaces. If users are confronted with too many options – for example, in a complex navigation structure or an overloaded product list – this can lead to frustration and drop-out.

In practice, the «Less is More» principle works well, with only the most important functions or products presented prominently. Also «Progressive Disclosure» can be used to make additional information or options accessible only gradually, in order to reduce cognitive load.

Impact on the User Experience

strong

Further information