What is Choice Overload

The antecedents and consequences of choice overload, or overchoice, have been largely investigated. However, the aspect of comprehensively evaluating a large assortment of options and mitigating subsequent choice overload is absent. By adopting a growth mindset and comprehensively evaluating alternatives, it is possible to combat the menace known as overchoice. This chapter conceptualises a unique model that examines choice overload mitigation from a deeper psychological lens. Moreover, it also adds a new dimension to the concept by integrating the aspect of rigorous choice evaluation. Overall, future research propositions have been made that will enable researchers to validate the novel model. Implications of validating said model include strengthening the field of choice overload by offering comprehensive mitigation strategies.