Does more choice for consumers also mean more freedom of decision? Günther Wenzel explores this question in his study. While variety is an important foundation for autonomy, freedom, and utility maximization, the larger the selection, the more likely consumers are to feel overwhelmed. The Paradox of Choice suggests that wide assortments can evoke negative emotions and decision delays. However, this phenomenon is not consistent and depends on numerous conditions. Günther Wenzel examines the moderating properties of individual decision-making behavior. The focus is on the extent of cognitive effort and consumption-oriented decision styles in terms of relatively stable personality traits. Günther Wenzel is a research associate at Ferdinand Porsche University of Applied Sciences in Wiener Neustadt. In the Best of series.