Effects of Cognitive Demand Reduction on Choice Overload

Abstract

Choice overload occurs when an ever-growing number of options impairs decision quality, because evaluating options taxes cognitive resources. We investigated whether reducing cognitive demand could mitigate overload by encouraging greater cognitive effort to achieve optimal choice. We conducted two experiments manipulating cognitive demand in complementary ways: Experiment 1 reduced demand by presenting high-attractiveness sets, and Experiment 2 did so by providing a shortlist tool. In both experiments, participants chose from sets of 6-24 options while their eye-gaze and electroencephalographic (EEG) data were recorded. We found that reducing demand made decisions faster, but did not improve choice performance as set-size increased. Under low-demand conditions, eye-gaze measures revealed narrower search and EEG measures showed reduced working memory engagement per option, together indicating less searching and processing efforts. These results suggest that even with reduced cognitive demand, people coast through easier decisions, conserving effort and leaving the choice overload effect largely intact.