Choice overload has been mainly investigated on adults. The only study that investigated choice overload in children, adolescents, adults, and seniors showed that the phenomenon does not equally extend across age groups. Our research aims to further explore the negative consequences of choice overload on chil-dren, adolescents, and seniors. Findings showed that while adolescents are af-fected by the phenomenon in a very similar way as adults, children and seniors do not experience any negative consequence of having an overabundance of choice. Theoretical and practical implications are discussed.
Keywords: Choice overload, children, adolescents, seniors.