Having a multitude of choices can be advantageous, yet an abundance of
options can be detrimental to the decision-making process. Based on
existing research, the present study combined electroencephalogram and
self-reported methodologies to investigate the neural mechanisms
underlying the phenomenon of choice overload. Behavioral data suggested
that an increase in the number of options led to negative evaluations
and avoidance of choice tendencies, even in the absence of time
pressure. Event-related potential results indicated that the large
choice set interfered with the early visual process, as evidenced by the
small P1 amplitude, and failed to attract more attentional resources in
the early stage, as evidenced by the small amplitude of P2 and N2.
However, the LPC amplitude was increased in the late stage, suggesting
greater investment of attentional resources and higher emotional
arousal. Multivariate pattern analysis revealed that the difference
between small and large choice set began at around 120ms and the early
and late stages were characterized by opposite activation patterns. This
suggested that too many options interfered with early processing and
necessitate continued processing at a later stage. In summary, both
behavioral and ERP results confirm the choice overload effect, and it
was observed that individuals tend to subjectively exaggerate the choice
overload effect.