Hick’s Law

Hick's law, or the Hick–Hyman Law, named after British and American psychologists William Edmund Hick and Ray Hyman, describes the time it takes for a person to make a decision as a result of the possible choices he or she has: increasing the number of choices will increase the decision time logarithmically.

Redefining Hick’s Law
Smashing Magazine
Myth 12: More choices and features result in higher satisfaction
UX Myths
Hick’s Law: Making the choice easier for users
Interaction Design Foundation
Applying Hick’s Law to Web Design. Free Example Wireframes
UXPin
Juggling Jam: Applying Hick’s Law to Web Design
Usabilia
How To Improve Usability With Fitts’ and Hick’s Laws
Vanseo Design