High Quality Content by WIKIPEDIA articles! Overchoice, also referred to as "choice overload", is a term descibing a problem facing consumers in the postindustrial society: too many choices.Overchoice is the result of technological progress. Since the beginning of Industrial Revolution, each year, more and more products are being offered. Consumers have more disposable income to spend, and producers can more easily and cheaply introduce product variations. Offering more choices by itself seems like a positive development; in fact, however, it hides an underlying problem: faced with too many choices, consumers have trouble making optimal satisfying choices, and thus as a result can be indecisive, unhappy, and even refrain from making the choice (purchase) at all. Toffler noted that as the choice turns to overchoice, "freedom of more choices" ironically becomes the opposite—the "un-freedom". Often, a customer makes a decision without sufficiently researching his choices, which may often require days.

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