Imagine a store with an unlimited number of items and enough storage space to fit everything you could possibly think of. Then, imagine that this store is always at a short distance. Sounds unbelievable? Actually, such stores do exist. Online. This, however, might be more of a curse than a blessing – an enormous offer is not helpful when you can’t find exactly what you are looking for, or you simply can’t decide what you need. There are dozens of psychological studies stating that having too much choice makes people miserable. When consumers have hundreds of options, eventually choose one…