However, I can't find a reference stating that, when faced with a decision, 2 options are better than 3 or many options. It makes sense--you either like one of the options less or more than the other, and can then come to a quicker conclusion.
Is my intuition correct? If so, Could someone please point me in the direction of a thesis or paper which shows that?
I just found this paper and will update my question (or answer it!) if I find an answer.
I realise that the converse can be true as well, especially in the scenario when obtaining something, like the latest tablet. For example, bias and culture could make it really easy for you to discount the vast majority of options (e.g. anything not made by Apple), but then you struggle to make the final decision (e.g. shall I get an iPad 64GB or an iPad 4G?).