These results have also added obscurity on the subject of variety and choices to some extent.It is important to understand that variety is very important for people and their survival. However too many choices can lead to dissatisfaction and decrease in motivation. The problem with too many choices is that it increases the stress level of the people as they want to choose the best option (Moushart, 2008). Too many choices actually hinder in decision making by confusing the person. As a result of inner conflict, a person who is provided with a wide range of choices sometimes tends not to decide at all in order to save himself from high levels of stress (Dhar, 1997).The research work done in this regard recently was able to identify the dilemma of choices and the drawbacks of the too many alternatives (Schwartz, 2006). The findings have also suggested that information processing is decreased when choices increase (Hauser & Wernerfelt, 1990). These negative effects of the choices have now being seriously researched by psychologists and many reasons are given for this dilemma.This study is also aimed at a better understanding of the issue of too many choices. This research will attempt to shed light on the dilemma of choices and will try to evaluate whether negative effects of excess choice are significant or not. The study will also check whether the motivation levels have any significant relation with the excess choice. The main aim of the research is to study the negative effects of excess choice and evaluate whether there the claims made by different studies regarding excess choice are objective in nature or not.The study will primarily involve randomly selected participants and they will be presented one of two below mentioned conditions. One group of participants will be showed a limited variety of cell phones and the other group will be presented with a large variety of cell phones. The participants will be also be asked to chose a particular cell phone and they will also be informed that they have a chance to win the cell phone they will chose. The participants will be asked to rate their choices on a three Likert scales. These scales allow participants to rate responses from one to ten.Three hypotheses are tested in this study. The first hypothesis is that a person who has less cell phone to choose from will be more motivated to win a phone than someone with a more
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