We examine the concept of choice overload, which refers to the negative consequences that can arise when individuals are presented with too many options. These sources explore how choice overload influences individuals' motivations, specifically their perceptions of a decision's value and their self-efficacy in making a good choice. The studies use various methods, including laboratory experiments and field studies, to investigate the effects of choice set size on satisfaction, regret, and other decision-related outcomes. One key focus is on the role of regulatory focus theory, which suggests that people can be either prevention focused (seeking to avoid negative outcomes) or promotion focused (seeking to achieve positive outcomes). The researchers propose that the impact of choice overload may be moderated by these regulatory foci, with prevention-focused individuals potentially experiencing more negative consequences when faced with a large choice set. The findings suggest that individuals selecting from many options may perceive the decision as more important but feel less capable of making a good choice, potentially leading to negative downstream consequences.

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