choice overload. It also documented that when moderating variables are taken into account the overall effect of assortment size on choice overload is significant—a finding counter to the data reported by prior meta-analytic research. Research presented in an article by Alexander Chernev demonstrates that, contrary to the common wisdom that more choice is always better, selections made from large assortments can lead to weaker preferences. Building on the extant literature, this research identifies ideal point availability as a key factor that determines when large assortments will strengthen consumer preferences and when large assortments will weaken preferences. It also states that the ideal point availability is also a key factor in consumer choices. See also Analysis paralysis Buridan's ass Collaborative filtering Choice theory Consumer psychology Consumerism Cultural evolution Decision theory Decision making Hick's law Mass marketing Sheena Iyengar Information overload Overchoice Paradox of plenty Shopping Social psychology Tyranny of small decisions References External links TED Talk by Barry Schwartz on The Paradox of Choice The Paradox of Choice at books.google.com Google TechTalk: The Paradox of Choice by Barry Schwartz (2006) The Return of Old-Fashioned Paternalism – Will limiting our choices save us from ourselves?, by Steve Chapman | August 7, 2008. 2004 non-fiction books Psychology books Economic ideologies HarperCollins books Non-fiction books about consumerism Paradoxes Sociology books