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This study, a systematic literature review, aims to review the state-of-the-art literature on choice overload from 2000 to 2023.

The paper reviews 53 research articles published in peer-reviewed journals, using thematic and descriptive analyses. The literature was selected using the PRISMA framework.

Recent research in consumer behaviour has found that too many choices can be detrimental to decision-making. This paper reviews the development of choice overload literature, methodologies used by researchers to study choice overload, small and large choice sets, antecedents, moderators and outcomes of choice overload and the contexts in which choice overload exists.

Limited literature coverage because of the strict adherence to inclusion/exclusion criteria. The theory challenges the conventional choice models in psychology and economics according to which expanding a choice set cannot make decision-making worse and violates the regularity axiom, a cornerstone of classical choice theory. This review also identifies avenues for further research in the field.

A significant decrease in satisfaction or motivation because of too many choices would require marketers and public policymakers to rethink their practice of providing ever-increasing assortments to choose from because they could possibly boost their success by offering less.

This systematic review makes distinctive contributions by classifying the existing studies based on evidence “for” and “against” the existence of choice overload. The review also combines cross-context insights on assortment sizes, moderators and methodological commonalities and gaps to understand the multi-faceted nature and contextual nuances of choice overload.

Pakistan's present war against extremists has many folds and sheds. The country's initial participation in the Afghan War in 1979 later gave birth to different extremist trends in the country. State patronage of the extremist Wahabi Islamists during the Afghan jihad opened another conflict in Pakistan, and things became more complicated. The combination of external and internal factors gave birth to the worst kind of conflict, which now has not only become dangerous for the country's own existence but also a major threat for global peace. The Afghan jihad initially started as a war against Soviet occupation and later became the hub of global jihad-war against infidels.

This chapter analyzes how external factors promoted internal contradictions in Pakistan due to which the country became not only an exporter of jihadis for the world but also the worst kind of sectarian conflicts, including. Shia–Sunni, Deobandi–Wahabi clashes, entered into in the past two decades. Such a strong link exists with Pakistan's official support to global jihad. Draft sectarian groups now head to head with their opponents have killed thousands of members of rival sectors, have strong support from external sympathizers, and have spread in the country. The well planned terrorist activities of these groups reflect the fact that support to these groups in the past is now leading to a severe crisis in Pakistan. The nexuses of these indigenous extremists like Lashkar-e-Jhangvi, Lashkar-e-Taiba, Tehrik-e-Taliban Pakistan, and Hizb-ul-Mujahideen with external terrorist organizations like Al-Qaeda, the Taliban, and Islamic Movement of Uzbekistan of Tahir Yuldasher Chechen Guerilla War has led to several bloody clashes in the country and outside.