Nathan Cheek

Nathan Cheek is an assistant professor of psychological sciences at Purdue University. He studies decision making and inequality, with particular interests in how context shapes choice processes, the perceived and actual consequences of poverty, and how we can apply behavioral science to address pressing inequalities and injustices.

Science

Is Having Too Many Choices (Versus Too Few) Really the Greater Problem for Consumers?

By Nathan Cheek, Elena Reutskaja, Barry Schwartz, and Sheena Iyengar

A new study featuring more than 7,000 participants from six countries found that choice deprivation—a feeling of not having enough to choose from—not choice overload is the most common consumer experience.