If you want to use the choice-set-limitation approach, you’d want to do it purposefully and in advance of evaluating the options. Otherwise we have a tendency to shortcut our decision-making process with inefficient strategies such as this when we start to feel frustrated or overwhelmed by the prospect of making a choice.

Ultimately, it doesn’t quite matter as much as we think. Dan Gilbert and Tim Wilson’s research shows that our ‘psychological immune systems’ will mitigate the emotional consequences of whatever choice we make anyway (read ‘Stumbling on Happiness’ for more).