The Science of Choice Overload and How to Combat It

2 October 2025

Ever stood in the cereal aisle, staring blankly at 50 different types of breakfast options, wondering why picking one feels like solving a quantum physics equation? Welcome to choice overload—a modern-day paradox where having too many options actually makes decision-making harder.

From selecting a Netflix show to choosing a career path, the abundance of options seems like a blessing, but in reality, it often leaves us feeling anxious, indecisive, and exhausted. In this article, we’ll dive into the psychology behind choice overload and, more importantly, how to combat it like a pro.

What Is Choice Overload?

Choice overload, also known as overchoice, happens when an individual is faced with too many options, leading to mental fatigue, anxiety, and, in many cases, decision paralysis.

Think about it: when given just two or three options, making a choice feels straightforward. But when faced with 50 shades of everything, our brain starts to short-circuit. Instead of feeling empowered, we end up overwhelmed, afraid of making the "wrong" choice.

This phenomenon isn’t just a theory—it’s backed by science. In a famous study conducted by psychologists Sheena Iyengar and Mark Lepper, customers in a grocery store were presented with either 6 or 24 flavors of jam to sample. The result? While more people stopped at the 24-flavor display, they were 10 times less likely to make a purchase compared to those given only 6 choices. Too many options led to hesitation and, ultimately, inaction.

Why Does Too Much Choice Stress Us Out?

1. The Brain Hates Uncertainty

Our brains crave certainty. When faced with too many choices, we fear making the wrong decision, which creates unnecessary stress. What if we regret our choice? What if there's a better option just around the corner? This fear of missing out (FOMO) keeps us stuck in a cycle of overthinking.

2. The Paradox of More Options

You’d think that more choices would equal more satisfaction, right? Wrong. Studies show that too many options can lead to dissatisfaction—even when we do make a choice. Why? Because we keep wondering whether one of the other options might have been better.

3. Decision Fatigue Is Real

Every decision we make—big or small—uses up mental energy. The more choices we have, the quicker we burn through our decision-making capacity. This is why after a long day of making decisions at work, we struggle to pick something to watch on Netflix. Our brain is simply done making choices.

How to Combat Choice Overload

Now that we know why choice overload happens, let’s talk about how to overcome it without losing our minds.

1. Set Clear Priorities

One of the easiest ways to navigate choice overload is to define what truly matters before making a decision. Ask yourself:
- What are my top 3 non-negotiables?
- What outcome am I hoping for?
- Will this decision still matter in a year?

By setting clear priorities, you eliminate options that don’t align with what you really want.

2. Use the “Good Enough” Rule (aka Satisficing)

Ever heard of satisficing? It’s the idea of choosing an option that meets your needs instead of searching for the absolute best one.
Instead of obsessively researching the best running shoes for weeks, pick the first pair that meets your key criteria. Boom—decision made, stress avoided.

3. Limit Your Options

Sometimes, we have to take control of choice overload by reducing the number of options ourselves.
- Instead of browsing an entire streaming library, make a list of just five movies to choose from.
- When shopping online, filter by specific preferences (e.g., price range, color, brand) to cut down unnecessary choices.

Fewer options = faster, easier decisions.

4. Put a Time Limit on Decisions

If you’re stuck in an endless cycle of overthinking, try this: set a timer. Give yourself 2 minutes for small decisions and 30 minutes for big ones. When the timer’s up, make a choice and move on.

This works wonders because it forces you to focus on what truly matters instead of getting lost in minor details.

5. Outsource Small Decisions

Not every decision needs to be made by you. Consider outsourcing minor choices:
- Let a trusted friend recommend a book.
- Use apps like meal planners to decide what’s for dinner.
- Adopt a personal uniform (think Steve Jobs' black turtleneck strategy) to avoid deciding what to wear daily.

The fewer small decisions you have to make, the more mental energy you’ll have for important ones.

6. Flip a Coin (Yes, Really!)

When all else fails, just flip a coin. It might sound silly, but the real magic happens before it even lands—because in that moment, you’ll realize which outcome you were secretly hoping for. That’s your answer.

Life Is Meant to Be Lived, Not Overthought

Choice overload is a modern struggle, but it doesn't have to control your life. By setting clear priorities, limiting options, and trusting yourself more, you can break free from the paralysis of indecision.

At the end of the day, most choices don’t have a singular "right" answer. Life isn’t a puzzle waiting to be perfectly solved—it’s an adventure meant to be enjoyed. So, pick your cereal, press play on that Netflix show, and move forward with confidence.

And remember: Sometimes, the best choice is simply choosing to decide.