“…Furthermore, although choice and choosing may be critical to effective voting, too much choice can be detrimental and potentially paralysing (Shankar, Cherrier, & Canniford, 2006), the level of information processing required becomes overwhelming, potentially leading to a state of uncertainty and impasse (Lennard, Mitchell, McGoldrick, & Betts, 2001). Consumers who are more likely to be 'empowered' by choice are usually high-income earners, and less likely to be from the lower social grades (Nelson, 2002).…”