Hick's Law

Online shopping websites can be overwhelming to customers because they offer many choices.

To help customers make decisions more easily, it’s important to use tactics that simplify their options.

It takes longer to make a purchasing decision as the number of options available increases.

See the full study here :

Proctor, R. W., & Schneider, D. W. (2018). Hick’s law for choice reaction time: A review. Quarterly Journal of Experimental Psychology71(6), 1281-1299.

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