Hick’s Law.

Hick's law, or the Hick–Hyman Law, named after British and American psychologists William Edmund Hick and Ray Hyman, describes the time it takes for a person to make a decision as a result of the possible choices he or she has: increasing the number of choices will increase the decision time logarithmically.

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Redefining Hick's LawSmashing MagazineFebruary 23rd, 2012
How To Improve Usability With Fitts’ and Hick’s LawsVanseo DesignMarch 22nd, 2010