The obligatory TED Talk by Barry Schwartz - http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_ch...

And also for fans of: Tl;dr =D

http://en.wikipedia.org/wiki/99_Cent_II_Diptychon

<shameless self promotion> I gave a talk about "Designing Interactions that Help Customers in Decision Making" last year at EuroIA: http://www.hyperlabs.net/ergonomia/presentazioni/euroia11/

Document fails on Android :(

I assume all commercial applications of this work would "help" consumers spend more, and this add another layer of cruft to decode when shopping.