Overchoice

[Overchoice takes place when] the advantages of diversity and individualization are canceled by the complexity of buyer's decision-making process.

— From Alvin Toffler, Future Shock, 1971

Overchoice or choice overload is the paradoxical phenomenon that choosing between a large variety of options can be detrimental to decision making processes. The term was first introduced by Alvin Toffler in his 1970 book, Future Shock.

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