The Economic Times

Psychology says why being given two choices can sometimes feel better than being given ten

Researchers found that the effect of having many options depends on four key factors: the complexity of the choices, the difficulty of the decision, how certain a person is about their preferences, and the goal behind the decision. In other words, having 10 options isn't automatically overwhelming. If you already know what you want, comparing 10 choices may feel relatively simple and manageable.