Choice fatigue is a phrase I've been using lately to describe the situation when a decision has to be made between many good options. In this case, it is difficult to make a decision. Not because a good choice is hard to find, but rather because the worry of not making the absolute best choice holds back any decision. When the difference in the quality of the options is marginal, the time lost trying to make the best decision can outweigh the marginal improvement gained by the best option.
Choice fatigue can also play a role in product design. For example, Amazon helps their customers avoid choice fatigue by naming only 1 item in each category the best selling item. So when users search for a product like "reading lamp" they aren't given 100s of results with only a marginal difference in quality and no easy way to distinguish between them. Instead, they are given assistance picking "the best" option by labeling it as the #1 best-selling product in that category. This prevents users from becoming too fatigued by the options and therefore unable to decide.Share on Twitter Share on Facebook