The problems of choice

Here are two quick articles relating to choice:

http://www.fastcompany.com/3031364/the-future-of-work/why-having-too-many-choices-is-making-you-unhappy

This first one is a general overview, but I am interested in delving into the research at NYU on Creativity and Restrictive Choice

https://www.gsb.stanford.edu/insights/research-too-many-choices-can-derail-success

The research in this second article focuses heavily on the consumerism involved.  How do the choice experiments control our buying habits.