Too many fish in the sea: A motivational examination of the choice overload experience

Evidence supports that being overwhelmed by many choice options predicts negative consequences. However, there is uncertainty regarding the effects of choice overload on two key motivational dimensions: (1) the extent to which people view their decision as subjectively valuable (versus not), and (2) the extent to which people view themselves as capable (versus incapable) of reaching a good decision. While evaluating their options and while deciding, we assessed theory-based cardiovascular responses reflecting these dimensions. A meta-analysis across two experiments found that participants who made a final selection from many options—relative to those who chose from few or rated many—exhibited cardiovascular responses consistent with greater task engagement (i.e., perceiving greater subjective value), as well as greater threat (i.e., perceiving fewer resources to manage situational demands). The current work suggests a novel motivational account of choice overload, providing insight into the nature and timing of this experience as it occurs.