An overabundance of choice is a cognitive burden. Our brains tend to be bogged down by such tasks unless we have clearly defined criteria and goals set before we eye the possibilities.
Discussion
And even with clear goals, the number of choices may still be overwhelming. Some number of options must be thrown out to reduce the range of choice to something manageable.
Yep.
How many kinds/brands of bread are on offer at you local supermarket like SafeWay?
More than I want to worry about.
Typically my wife shops at Aldi, which reduces prices by offering a more limited selection. Or when we need bread we just go to the in-store bakery at our local supermarket.
Similar with brands. If I know a brand is good, I'm more likely to stick with it just to avoid decision saturation.