The choice overload hypothesis suggests that having too many options may lead to negative consequences such as reduced motivation to choose or satisfaction with the chosen option. A meta-analysis of 63 conditions from 50 experiments (N = 5,036) found a mean effect size of nearly zero, with considerable variance between studies. While some studies found choice overload, others found no effect or even facilitation of choice. The hypothesis is challenged by the lack of consistent conditions leading to choice overload, though some studies suggest that specific factors may explain when and why choice overload occurs. The hypothesis has important theoretical and practical implications, challenging traditional choice models and influencing marketing and public policy. The meta-analysis reveals that choice overload is not a reliable phenomenon, with results varying based on moderators such as the size of the assortment, the familiarity of the options, and the presence of a dominant option. The study also highlights the need for further research to understand the conditions under which choice overload occurs. The results suggest that choice overload is not a robust phenomenon, and that the effects observed in some studies may be due to specific factors rather than a general effect of having too many options. The study concludes that further research is needed to better understand the conditions under which choice overload occurs.The choice overload hypothesis suggests that having too many options may lead to negative consequences such as reduced motivation to choose or satisfaction with the chosen option. A meta-analysis of 63 conditions from 50 experiments (N = 5,036) found a mean effect size of nearly zero, with considerable variance between studies. While some studies found choice overload, others found no effect or even facilitation of choice. The hypothesis is challenged by the lack of consistent conditions leading to choice overload, though some studies suggest that specific factors may explain when and why choice overload occurs. The hypothesis has important theoretical and practical implications, challenging traditional choice models and influencing marketing and public policy. The meta-analysis reveals that choice overload is not a reliable phenomenon, with results varying based on moderators such as the size of the assortment, the familiarity of the options, and the presence of a dominant option. The study also highlights the need for further research to understand the conditions under which choice overload occurs. The results suggest that choice overload is not a robust phenomenon, and that the effects observed in some studies may be due to specific factors rather than a general effect of having too many options. The study concludes that further research is needed to better understand the conditions under which choice overload occurs.