I’m ashamed to admit, but I have walked away from buying something I intended to buy because there were just too many choices. Sometimes, it has to do with the grocery store (why are there 20 types of pasta sauce?), sometimes it’s picking a hotel for a trip I want to take. This isn’t a Ben Scholl quark; this is more common than one might think.

Research has shown that while offering a wide array of choices may seem beneficial to...