Sheena Iyengar, a professor at Columbia Business School, is best-known for a study she did in graduate school. When shoppers in a Menlo Park food store were offered much more choice of jams (24 rather than 6), they were less likely to buy one. In The Art of Choosing (2010), Iyengar wrote (p. 190):
Since publication of the jam study, I and other researchers have conducted more experiments on the effect of assortment size. These studies, many of which were designed to replicate real-world choosing contexts, have found fairly consistently that when people are given a moderate number of options (4 to 6) rather than a large number (20 to 30), they are more likely to make a choice, are more confident in their decisions, and are happier in what they choose.
In contrast, Benjamin Scheibehenne, a research scientist at the University of Basel, and two co-authors, who surveyed the literature, found the effect was hard to replicate:
The choice overload hypothesis states that an increase in the number of options to choose from may lead to adverse consequences such as a decrease in the motivation to choose or the satisfaction with the finally chosen option. A number of studies found strong instances of choice overload in the lab and in the field, but others found no such effects or found that more choices may instead facilitate choice and increase satisfaction. In a meta-analysis of 63 conditions from 50 published and unpublished experiments (N = 5,036), we found a mean effect size of virtually zero but considerable variance between studies
This reminds me of the learned-helplessness effect. When Martin Seligman, a psychology professor at Penn and recent president of the American Psychological Association, was a graduate student, he and his advisor reported that when you give dogs inescapable shock, they stop trying to escape or avoid the shock: learned helplessness. The effect turned out to be extremely hard to replicate, but this did not stop Seligman from having a brilliant career.