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The 2013 Dodge Dart debuted at the Detroit Auto Show last week to well-deserved positive reviews. The car is reasonably priced, it’s built off the fantastic Alfa Romeo Giulietta platform, and offers drivers plenty of options - both inside the cabin and under the hood.

Then again, maybe there are too many options.

Check out the three different four-cylinder engines that the vehicle offers:

• 1.4L turbo, output of 160HP
• 2.0, output of 160HP
• 2.4, output of 184

Two of the engines boast an output of 160HP, and one a slightly higher 184HP. While fuel economy has not yet been released, I’m hard-pressed to believe that the difference between the three different engines will be so drastic that it will alleviate the inevitable purchaser anxiety that will be filling the showrooms this spring.

So what’s the big deal?

Options are great, but it seems that some businesses have made “Thou shall overwhelm the consumer with options” a part of their Commandments. Have you shopped for jeans lately? The process is not fun – it’s frustrating. There are so many style and color combinations that by the time I settle on a certain pair, odds are high that it’s not even in my size. Offering options with negligible differences creates a stressful and confusing buying environment, which can lead to buyer’s remorse down the road and lower brand satisfaction. I think organizations are best suited when they identify their strengths and build upon them - thus separating themselves from the rest and inviting consumers to participate in what makes the brand unique.

If you're a nerd like me and want to hear more about the paradox of choice, check out this great video posted on Urbanomics.

(image via japopnik.com)