In partnership with
CAPTIVATED: unlocking what makes us tick, click, and buy, with psychology-backed tips and behavioral science shortcuts.
Today’s Edition of Captivated: Decisions, Decisions: How Too Many Options Kill Sales (Paradox of Choice)
“Just decide already…”
We stand in front of 20 flavors of ice cream, and suddenly pick… whatever, as we mentally check out.
We scroll endlessly through Netflix, and then end up watching… nothing.
Cloaked as indecision, this is overload.
When we’re faced with too many options, our brains get fatigued.
This is called The Paradox of Choice, the psychological trap where offering more choices actually leads to fewer decisions, lower satisfaction, and lost sales.
Let’s break down why the human brain loves options in theory, but hates them in practice, and how the smartest brands simplify choice to make buying feel effortless with the power of behavioral science.
(continues below).
🧠 SMART TOOLS YOU CAN USE: FROM OUR SPONSORS
Stock Up Before It’s Gone: Sun Goddess Matcha Sale!
Fuel calm energy and radiant skin with Pique’s Sun Goddess Matcha. Ceremonial-grade, organic, and antioxidant-rich, it’s the perfect ritual for steady focus and inside-out beauty. Stock up or gift the glow—because everyone deserves calm energy, luminous skin, and a moment of peace this holiday season.
🎧 Rather Listen than Read?
Scroll all the way to the top and click: Listen Online / Hit the Play icon
🧭 INSIDE THIS EDITION
📈 FUN FACT: DID YOU KNOW?
We make over 35,000 decisions a day.
(Yep, sounds fake, but its not).
~
In a landmark study, psychologists Sheena Iyengar and Mark Lepper set up two jam displays in a grocery store.
One with 24 flavors. The other with 6.
The larger display drew more attention, but the smaller one converted 10x more.
Ah, with the Paradox of Choice, attention does not equal conversion.
🧠
.. How Did We Get Here? ..
Choice used to be power. Having more options meant control, autonomy, and independence, the core of consumer culture.
But today, abundance has flipped into anxiety.
We compare, second-guess, and even overanalyze. We scroll endlessly through Netflix, Amazon, or DoorDash, and then end up watching, buying, or ordering… nothing.
This “option paralysis” costs brands billions in lost conversions every year.
When choices multiply, so does decision fatigue: our brains’ natural resistance to uncertainty. It would rather default to safety, aka choosing, well, nothing.
Too many options dilute confidence and conversions.
~~
The Paradox of Choice shows that too many options overwhelm the brain, leading to hesitation, second-guessing, and fewer purchases.
It’s the idea that more choices may seem exciting, but it actually makes decisions harder, and people tend to freeze instead of deciding.
🧠
.. Brain Science-Backed: The Psychology Behind It ..
🧠 Decision Fatigue:
Every decision costs mental energy.
When the brain faces too many variables, it defaults to the easiest choice: no choice. That’s why simplifying choices increases conversion rates; it conserves cognitive energy.
🧠 Anticipated Regret:
More options mean more possible “wrong” choices.
We start imagining the one we should’ve picked, and that imagined regret outweighs potential satisfaction.
🧠 Choice Overload:
Research shows satisfaction decreases as options increase.
Even when we make the “best” choice, we enjoy it less, because we wonder about the alternatives.
🧠 Cognitive Ease & Trust:
The easier a decision feels, the more we trust it.
When brands simplify or curate, they signal confidence, “We’ve done the hard thinking for you.” That trust translates into conversions.
🧠 SMART TOOLS YOU CAN USE: FROM OUR SPONSORS
From Boring to Brilliant: Training Videos Made Simple
Say goodbye to dense, static documents. And say hello to captivating how-to videos for your team using Guidde.
1️⃣ Create in Minutes: Simplify complex tasks into step-by-step guides using AI.
2️⃣ Real-Time Updates: Keep training content fresh and accurate with instant revisions.
3️⃣ Global Accessibility: Share guides in any language effortlessly.
Make training more impactful and inclusive today.
The best part? The browser extension is 100% free.
🥷
.. Use this Psychology Strategy ..
Here’s how to use the Paradox of Choice to your advantage, in your own strategy:
1: Curate instead of Cataloguing
Offer fewer, clearer choices.
Think “the best for you” over “the most of everything.”
Apple sells one iPhone line per year, and owns 60% of the market.
2: Default to Guidance
Add subtle guardrails like “recommended,” “most popular,” or “best for beginners.”
Guided decisions reduce overwhelm and build confidence.
3: Use Visual Hierarchy
Design layouts that make the most important choice obvious. This could be using a different color, a border, or some other design element.
People follow visual flow faster than verbal or written logic.
4: Limit Comparison Points
Don’t show a ton of pricing columns, show 3. More options mean more mental math, which means less momentum.
🧠 SMART TOOLS YOU CAN USE: FROM OUR SPONSORS
Shoppers are adding to cart for the holidays
Peak streaming time continues after Black Friday on Roku, with the weekend after Thanksgiving and the weeks leading up to Christmas seeing record hours of viewing. Roku Ads Manager makes it simple to launch last-minute campaigns targeting viewers who are ready to shop during the holidays. Use first-party audience insights, segment by demographics, and advertise next to the premium ad-supported content your customers are streaming this holiday season.
Read the guide to get your CTV campaign live in time for the holiday rush.
✌
.. tl;dr & captivated wrap-up ..
The Paradox of Choice shows that when everything’s available, nothing feels appealing.
Too many options create friction.
Curated choices reduce cognitive load, which is an easier path to conversions.
Captivate by embodying the less is more principle. Give customers focus. The brands that simplify decisions get chosen, and they also get remembered, trusted, and returned to.
👋 Until next time,
Profit Nic
.