ABSTRACT
Choice paralysis occurs when a consumer, overwhelmed by an excessive number of choices, struggles to make a decision or avoids making one altogether. Psychologically, this paralysis is linked to the fear of regret and a desire to make the optimal choice. When too many options are present, this drive for perfection can become incapacitating. This phenomenon manifests across both mundane and significant decisions, from choosing a meal to selecting a career path.
