The famous Iyenger & Lepper (2000) jam jar study suggests too much choice can be overwhelming. However, even though people like having choices and value options that are freely chosen--there are differences between cultures in terms of attitudes to choice (Markus & Kittayama, 1991), the jar study hasn't necessarily replicated perfectly. The dance of P-values above in replication attempts shows less and less significant effects. The jar study is still taught and is the bases of many behavioral nudges aimed at helping people make better choices by reducing choices, but there could be more to the story.
Lesson here: Check for replication before designing or implementing recommendations from a single study. Also keep an eye out for error bars and confidence intervals to give you a better sense of what exactly is happening within the reported data.