The more choices people get, the less consistent they are in making those choices, according to a new study in the Journal of Consumer Research. The study’s findings may affect the way researchers examine consumer choices.

There are many consumer decisions that we have to make over and over again, such as selecting a restaurant to eat at in our neighborhood or deciding which store to shop at for groceries. The repetitive nature of these decisions provides us with the opportunity to learn from past choices and improve our future choices.