Elena Reutskaja, Axel Lindner, Rosemarie Nagel, Richard A. Andersen and Colin F. Camerer have published a study "Choice overload reduces neural signatures of choice set value in dorsal striatum and anterior cingulate cortex" which was recently published in Nature Human Behavior, that founds that although the human brain finds the concept of choice – or even an abundance of choice – attractive, too many options make it difficult for our brains to process, evaluate and compare these choices. This phenomenon is called choice overload and it explains why we often walk away from a well-stocked shop or supermarket empty-handed - or very stressed even if we have managed to finally choose something.

The study has been published in different media:

• Investigadores analizan la "sobrecarga" del cerebro cuando le cuesta tomar decisiones - La Vanguardia
• Choice overload reduces neural signatures of choice set value in dorsal striatum and anterior cingulate cortex - Nature Human Behavior
• Can't Decide What To Order? Why The Human Brain Struggles With 'Plenty Of Choice' - Forbes