Recently the food superstore I usually visit to buy food for my family introduced new size of parcels that they sell at the check out. Generally it is a good idea to offer smaller (and thus cheaper) parcels for those who do not need large ones. But let's look at this new offer from another point of view. Earlier the dialog at the check out started with
— Do you need a parcel? — Yes, thank you. (or No, thank you.)
And now it goes as
— Do you need a parcel? — Yes. (or No, thank you. And that is ok.) — Large or small one? — Hm... Well... I guess, large one.
You see, now selling a parcel takes at least twice as much time as it did before. And the new offer that was aimed at increasing customer satisfaction those on the line are really irritated by the process of parcel selection.
In fact, the process is more than two times slower. The reason is that first question does not really require a decision from you. You kind of know beforehand whether you need the parcel. But the second question gives you choice and asks to decide. And that is where one really needs to take his time and think.
Generally speaking, choice is good when it adds real alternatives. And in that case the choice should be supported by effective decision making process so that overall efficiency is not affected.