(p. C4) Much of the research on decision-making focuses on the “choice paralysis” commonly thought to result from having too many options. But new research suggests that instead of being a debilitating factor, having many options actually sharpens our focus on quality.
For the full summary, see:
DAVID DISALVO. “Commerce; Choosing the Very Best.” The Wall Street Journal (Sat., August 20, 2011): C4.
The paper summarized is:
Bertini, Marco, Luc Wathieu, and Sheena S. Sethi-Iyengar. “The Discriminating Consumer: Product Proliferation and Willingness to Pay for Quality.” SSRN eLibrary (2010).