More options make people less satisfied, not more, because every additional choice raises expectation and adds the cost of the roads not taken.
The distinction worth keeping is maximisers against satisficers. Maximisers get objectively better outcomes and feel worse about them, which is a finding with uncomfortable implications for anyone who researches a purchase properly.
Read April 2012. The jam study it leans on has not replicated well, and the everyday observation has held up better than the experiment under it.
