This blog post is about some recent studies about consumer psychology what they like and what they do not like. This gives some hints how an online merchant should behave to enhance their customer satisfaction and their internal processes.
When I was young there were 3 types of jeans, they did not have a great quality but it was easy to decide. In our days if you go into a store there are 1.000 types of jeans. He tried 25 of them and then he bought one. It was the best fitting jeans he have ever worn but He was unhappy with his choice.