Hick's Law, also known as Hick-Hyman Law, is a psychological theory that states that a person's reaction time to a stimulus choice increases exponentially with the number of choices. In other words, the more choices there are, the longer it takes a person to make a decision.

In neuromarketing, Hick's Law is important as it shows how important it is to limit the offer in order to facilitate the decision-making process and increase the likelihood of a purchase. If customers are confronted with too many options, this can lead to overwhelm and frustration, which can have a negative impact on their purchasing decision. However, a limited number of options can help customers make a decision faster and feel more comfortable doing so. This can help to increase the conversion rate and boost sales.