I've read studies where, when people have more choices, they end up dissatisfied. For example, you pick some hat you like out of 10 hats. You're told that after two weeks you can keep the same hat, or change the hat. Or you're not given that option. People not given the option to change end up happier with their decision, presumably because they are already done completely with the decision process and committed to a certain hat.
Can't find the study but it exists. Also, people show interesting patterns after they've chosen certain things, for example if they choose certain characteristics as desirable, they are more likely to say they have those traits. And the more choices we have, the less time we have to critically evaluate all of them, so we end up narrowing it down by something like price, or brand name, without investigating it further. Really works well when only a few companies, for example, make 1000 cereals.
https://www.ted.com/talks/barry_schw...ce?language=en