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Britain's Tesco stocks 91 different shampoos, 93 varieties of toothpaste and 115 of household cleaner.
Carrefour's hypermarket in the Paris suburb of Montesson, a hangar-like place filled with everything from mountain bikes to foie gras, is so vast that staff circulate on rollerblades. Lattes come tall, short, skinny, decaf, flavoured, iced, spiced or frappé.
The researchers repeated the experiment with chocolate as well as student essay topics and found similar results.
Too much choice, concluded Sheena Iyengar of Columbia University and Mark Lepper of Stanford, is demotivating.
Jeans come flared, bootlegged, skinny, cropped, straight, low-rise, bleach-rinsed, dark-washed or distressed.
Moisturiser nourishes, lifts, smooths, revitalises, conditions, firms, refreshes and rejuvenates.
Little over a generation ago the humble snack came in just a trio of flavours: ready salted, cheese and onion, or salt and vinegar.
Faces, noses, wrinkles, breasts and bellies can be remodelled, plumped or tucked.
America in 2008 alone saw 2.5m Botox injections, 355,671 breast implants, 341,144 liposuction treatments, 195,104 eyelid lifts and 147,392 stomach tucks, according to the American Society for Aesthetic Plastic Surgery.
The University of California, Berkeley, has over 350 degree programmes, including Buddhist Studies and Lesbian, Gay, Bisexual and Transgender Studies, each made up of scores of courses.
Choice has come to some of life's biggest personal decisions as well.