choice overload (Schwartz, 2005): as the numberof available options for documents to read, products to buy, services to use, people to connect to, ordestinations to visit increases, people need to invest ever more effort in deciding which option theyshould choose. Even when a decision is finally made, the decider is typically left with the gnawingfeeling that perhaps there was an even better option, thus feeling less satisfied with the choice. Theresult is continuing anxiety, and a tendency to avoid or postpone such stressful decisions. Thisphenomenon can be illustrated by a classic experiment in which prospective buyers are offered totaste either half a dozen or several dozen types of fruit jam. Paradoxically, given the larger choice,people are less likely to buy a pot of jam than given the smaller choice! (Schwartz, 2005)