Choice architects know that if a decision$-$maker is faced with a wide assortment of choices, the decision$-$maker is likely to:

feel overwhelmed and fail to make a purchase decision.

experience a fear of missing out and purchasing the first available product.

spend time weighing the costs and benefits offered by each choice before making a purchase decision.

only select one of the choices if an extended warranty is provided as a way to decrease the risk associated with the purchase.