We live in a century where we can virtually have everything we can imagine on demand. Still there are voices that say the more numerous our options, the more difficult to choose a single one of them. Partially that statement may be correct but we also have to weigh in individual factors.

Humans are as individual as it gets. We all have, despite our unique appearance, very different habits, preferences, perspectives on things. These factors play a significant role in choice and our patterns of deciding for a certain thing — be that a travel, product or service. 

A study in Journal of Consumer Research says that choice is great when it comes to food consumption, where they can see a clear "more-is-better" effect. We can easily find proof by taking a look at the success of Burger King's customized meal approach "have it your way".

But having plenty of choice does not always reflect positively on industries. When it comes to larger investments or to purchases for non-temporary purposes. This starts with something as insignificant as a jar of marmalade: Individuals who were given more than 20 options were significantly more indecisive than individuals who only had six options. Apply this to cars, consumer electronics, real estate and you get a bigger picture.

Choice also has overwhelming powers. In a recent article by Peter Bregman on his strategies to be more productive when having loads on the table, he highlights some very interesting bits. When having a lot to do, all those tasks are competing for attention and when we don't know where to begin, we don't begin anywhere. Even tough comparing "having lots to do" to "choice" might seem a little far, the reaction of people affected is the same. Where the former don't know where to begin, the latter don't know which to chose. The result: we refrain from making a decision.

Choice is great. Choice may increase sales and make consumers happier. But choice also bears risk. As long as consumers don't have a greater need for a product, and as long as they do not make up their mind on which requirements such a product should meet, more options won't necessarily help. We need to rethink when choice makes sense and when it's better to preselect for the consumer.