This paper investigated why consumers prefer the no-choice option—that is, deferring or forgoing a choice. The size and composition of the choice set (presence or absence of a dominant alternative and presence or absence of brands) were considered as variables influencing consumers' preference for the no-choice option. It was posited that during the process of comparing and evaluating choice alternatives for selection, the extent to which consumers have sufficiently examined the alternatives and the ease of comparing and evaluating them affect predecisional confidence, which in turn influences choice or non-choice. Through two experiments using product categories with different levels of familiarity, it was observed that the number of choice alternatives had the greatest impact on preference for the no-choice option. For products with low familiarity, confidence level and choice rate gradually increased as the choice set grew larger, whereas for products with high familiarity, confidence level and choice rate actually decreased when the choice set was largest. The presence or absence of brands also influenced choice, with the presence of brands increasing confidence level and choice rate. However, contrary to predictions, the presence or absence of a dominant alternative did not have a significant effect on choice. Finally, the practical implications of these results were discussed.