Too much choice at the grocery store this weekend. It was hot outside and I was thirsty. All I wanted was a juice. Just a juice. There were 40 plus juices to choose from in the grocery store. After spending what felt like an hour in the refrigerated juice aisle at Coles, I realized that I had cooled down enough not to want my juice anymore. Too much choice can be confronting. This article explains what many consumers have felt with choice overload.