Shoppers undertake a multitude of shopping missions and each retail sector describes these missions in their own ways. However, there are some common denominators in shopping missions such as the level of browsing and public accountability of what the shopper purchased. Berkhout discusses the impact of these aspects on perceived variety and complexity of assortment. Berkhout applies a model on choice overload to determine how elements such as assortment size and shopping mission interact. Arguments are given to highlight that ‘shopping mission’ is the most decisive factor in explaining choice overload.