Hick's Law: How Too Many Choices Affect Decision-Making

Every day, we make countless decisions, from what to eat for breakfast to where to invest our money. However, have you ever noticed that sometimes it takes longer to make a decision? It could be because of Hick's Law, which states that the time it takes to make a decision increases with the number and complexity of choices. Today, we will delve deeper into Hick's Law and explore how it affects decision-making in our daily lives.

What is Hick's Law?

Hick's law, also known as the Hick-Hyman Law, was first introduced by psychologists William Edmund Hick and Ray Hyman in 1952. The principle behind Hick's Law is that our brain can only process a limited amount of information at any given time. As the number of options increases, the brain has to work harder to process the data, slowing down our decision-making process.

For example, if you have two options, it might take you half a second to decide. But if you have ten options, it might take several seconds or even minutes to make a decision. This principle has been tested and confirmed in many different settings, from choosing between different foods to making financial decisions.

The formula of Hick's Law is defined as follows:

Where,

• "RT" is reaction Time.
• "a" and "b" are arbitrary measurable constants that depend on the task that is to be carried out and the conditions under which it will be carried out. 
• "(n)" is the number of stimuli present.

Hick's law is applied everywhere. Observe the things around you. If you have a washing machine or a microwave, check the number of choices provided. If it takes longer to decide which setting is required to choose, you have found a poorly designed product that does not obey Hick's law. It can be used in a simple decision-making process with multiple choices, like a control system environment. Users need to be able to make quick decisions in a critical environment, so the options should be minimum.

Real-life examples of Hick's Law

Restaurant menus:

Have you ever been to a restaurant with an extensive menu, and it took a while to decide what to order? The more options you have, the longer it takes to choose. Studies have shown that restaurant customers who have menus with fewer options tend to make their decisions faster and are more satisfied with their choices.

Some restaurants take this approach to the next level by offering a prix fixe menu. A prix fixe menu is a set menu that includes a predetermined number of courses. This approach eliminates the need for customers to make any decisions, making the dining experience more enjoyable.

Online shopping:

Online shopping is a perfect example of Hick's Law in action. When we shop online, we are often presented with a vast array of options to select from. For instance, when we search for a particular product on Amazon, we are given hundreds of options. If we have a specific product in mind, we can easily find what we are searching for. However, if we are unsure about what we want, it can take us a lot of time to browse through all the options and decide.

To address this issue, online retailers often use filters and categories to help customers narrow their search results. This approach reduces the number of options available and helps customers decide quickly. By providing customers with limited options, online retailers can help them decide without feeling overwhelmed.

Investment decisions:

When it comes to investing your money, several options are available, such as stocks, bonds, mutual funds, and real estate. Each option has its pros and cons, and it can be overwhelming to try to evaluate them all. That's why many investors choose to work with a financial advisor who can help them navigate the complexities of investing and make informed decisions.

Navigation menus:

One of the most common places where Hicks Law comes into play in website design is in navigation menus. When users land on a website, they expect to find what they're looking for quickly and easily. If a website has too many options in the menu, users can become overwhelmed and struggle to find what they need.

Take the example of an e-commerce website selling clothes. If it has dozens of options, such as "men's clothing," "women's clothing," "shoes," "accessories," and so on, users may struggle to find what they're looking for. But by simplifying the navigation menu and grouping related items, users can find what they need more quickly and easily.

Call-to-action buttons:

Another area where Hicks Law can impact website design is in the call-to-action (CTA) buttons. CTAs are buttons that encourage users to take a specific action, such as "sign up," "buy now," or "learn more." If a website has too many CTAs, users can become overwhelmed and struggle to decide.

For example, a landing page promoting a software product might have several CTAs, such as "start your free trial," "learn more about our features," and "contact sales." By simplifying the CTAs and focusing on the most crucial action, such as "start your free trial," users will probably take the desired action.

Product filtering:

Product filtering is another area where Hicks Law can impact website design. When users are browsing multiple products, they often need to filter the results to find what they're looking for. If a website has too many filtering options, users can become overwhelmed and struggle to find the required product.

For example, an e-commerce website selling electronics might have dozens of filtering options, such as "brand," "price range," "screen size," and so on. But by simplifying the filtering options and grouping related items, users can find the products they need more quickly and easily.

How to use Hick's Law to make better decisions

While Hick's Law can make decision-making more challenging, there are ways to use it to your advantage. Here are some tips for making better decisions:

1. Limit your options: The first step is to limit several options you have to choose from. When faced with too many choices, it's easy to become overwhelmed and paralyzed by indecision. Instead, try to narrow down your options to a manageable number. For example, if you're trying to decide what to eat for dinner, limit your options to three or four choices.
2. Prioritize your options: Once you have narrowed down your choices, prioritize them based on your preferences and needs. It will help you make a more informed decision. For example, if you're trying to decide which car to buy, prioritize your options based on factors such as safety, fuel efficiency, and price.
3. Gather information: Before making a decision, it's crucial to gather as much information as possible about your options. It will help you make an informed decision. For example, if you're trying to decide which university to attend, research each university's programs, faculty, and campus culture.
4. Evaluate the pros and cons: Once you have gathered all the necessary information, evaluate the pros and cons of each option. This will help you weigh the benefits and drawbacks of each option. For example, if you're trying to decide whether to take a job offer, evaluate the salary, benefits, job responsibilities, and work environment.
5. Trust your gut: While it's important to gather information and evaluate the pros and cons, sometimes your intuition can be a valuable guide. If you have a good feeling about a particular option, trust your gut. For example, if you're trying to decide whether to go on a date with someone, listen to your intuition and choose based on how you feel.

In conclusion, Hicks Law is a valuable principle that can help improve user experience in website design. But by simplifying navigation menus, call-to-action buttons, and product filtering options, users can find what they need more quickly and easily. By understanding and applying Hicks Law, designers can create websites that are easy to use and intuitive, leading to a more positive user experience.