Choice Overload: Spoiled For Choice - Behavioral Economics Series | Academy 4 Social Change

Choice overload occurs when a consumer faces too many options and fails to make the most rational choice. The complexity of the decision-making process makes it harder to make the right choice, which leaves the buyer feeling dissatisfied. Choice overload can be caused by a few different factors like a lack of time, too much similarity between options, a chaotic presentation, or a lack of consumer preferences. These kinds of pressures can cause shoppers to get worked up and either regret their decision, choose a safe default option, or postpone the decision altogether.

**Think Further Questions
1. Have you ever experienced choice overload before? What pressures caused you to become overwhelmed?
2. Identify some examples of when having choices is a good thing. For each example, be sure to mention why the choices are not overwhelming.
3. What advice would you give to store owners to avoid losing business to choice overload? What advice would you give to shoppers to not regret their purchases?

**Contents
00:00 - Have You Ever?
00:41 - Here’s Why
01:12 - Definition: Choice Overload
01:47 - How It Works
04:22 - Applying It

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