The optimal number of options depends on how long consumers spend making a buying decision. A $50,000 car should have more options than a $2000 laptop or a $500 tablet.
Normal people put more time in making decisions involving large amounts of money. They are more likely to walk away if they can't get what they want. Letting them make minor decisions like color, pattern, etc invests them in the product so they are more likely to buy.
