 This is not true in general and in many settings , the probability of purchase may decrease if we add more products to the assortment, referred to as the choice overload.
<clarity>  This is not true in general and in many settings , the probability of purchase may decrease if we add more products to the assortment, referred to as the choice overload.
 This is not true in general and in many settings more choices hurt sales. This is commonly referred to as the choice overload.