Too many options – counterproductive?

A recent Forbes feature debates the pros and cons of choice. “The Paradox of Choice” is Barry Schwarz’ book on the subject of befuddling consumers with an endless array of options. The travel industry could identify pretty well with this paradox. From offering a plethora of rates and reward programs to overloading on amenities and “specials”, more is the name of the game. Excessive choice has increased the time that the the average online traveler must devote to research even while making companies work harder to retain their customers. Metasearch engines – Kayak, for instance – were born to help users ferret out the real deals. Information overload usually results in a better idea to get around but choice overload seems to benefits retailers less than it does customers?