Could a grocery store feel more expensive because it offers too many choices?
Abundance sometimes hides invisible costs.
Yes. Too many choices can increase mental effort, make comparisons harder, and create the feeling that shopping requires more energy and money.
Shoppers rarely count only dollars.
The hidden mechanism is cognitive cost. Large assortments require more comparisons, more decisions, and more attention.
Imagine choosing between fifty nearly identical products. Even if prices are low, the effort required to compare them changes the shopping experience.
A second-order effect develops because overwhelmed shoppers simplify their behavior. They buy familiar brands or avoid experimenting altogether.
People often think abundance creates freedom. Sometimes freedom becomes exhausting when there is too much of it.
