
I'm standing in Walmart, transfixed by the number of sauces on the shelf. In the photo above, everything you see from left to right is a barbecue sauce, a marinade, a hot sauce or a steak sauce. How can anyone decide which one to buy?

I swing past the hot dog aisle. I notice an entire section of sausages I've never seen before. Harley-Davidson Sausages? Jack Link's Sausages? Some newfangled gourmet sausages from Johnsonville and Hillshire Farms? Guy Fieri makes a nacho-flavored sausage? So many choices! Too many choices?
Don't get me wrong, I like choices. But people can feel paralyzed by too many choices, whether in the grocery store or in their 401(k) plan. People may choose not to choose when there are too many choices. One study showed that people buy more jam at the supermarket when fewer choices are offered. Researcher Sheena Iyengar says that when Procter and Gamble reduced the varieties of Head and Shoulders Shampoo from 20 to 15, they saw a 10% increase in sales. And interestingly, people may feel less satisfied about their choice when many choices are offered, because they're worried they could have made a better choice!
What do you think? Are there too many choices at the supermarket? Specific to barbecuing and grilling, are there too many sauces and rubs and marinades on the market? Do you ever choose not to choose? Do you ever buy something wondering if you made the right choice?