What is it?
Contrary to a common assumption, having more options doesn't lead to better or easier decision-making. People can only keep a relatively small number of "chunks" of information at a time in their short-term memory; long enough for them to make a decision. As a result, showing users a long list of options will leave them feeling overwhelmed as they struggle to keep in mind and compare all these items. Often, they may resort to selecting one item without really having been able to thoroughly evaluate all possibilities, or worse, they may experience decision paralysis and abandon the product altogether.
