Although you may think you shouldn’t offer consumers too many options when it comes to selling a product or service, it seems the opposite. Offer too few options and, according to a study by the Journal of Consumer Research, consumers will be more likely to search for alternatives. In the report, researchers found giving consumers only one option increased their desire to search for more options and as a result, they might reject a product they would otherwise purchase. The study showed consumers only one option and then several options together. In most cases, the group with more options was more likely to make a selection from the available choices.