In his book, The Paradox of Choice, Barry Schwartz demonstrates that having too many choices often leads to feelings of bewilderment and a decrease in life satisfaction. Schwartz argues an abundance of choice is bad both in terms of emotional well-being and the ability to make meaningful progress.
The Big Ideas!
- Contrary to conventional wisdom, humans are happier when they have fewer choices.
- Moderns society has increased the number of choices in every area of your life exponentially.
- Choice leads to comparisons, which cause you to feel emotions like disappointment, anxiety, and post-purchase regret.
- “Maximizers” are those who, when given a choice, exhaustively search all options in order to make the best possible choice.
- “Satisficers” are those who, when give a choice, generally settle that which is “good enough.”
- It is better to be a satisficer than a maximizer as satisficers are happier people.
- Be grateful for what you do have rather than anxious over what you do not have.
Neutrino’s Nutshell
Exchanging money for goods is an ancient practice, however, never has there been an abundance of options from which to choose as there is today. Schwartz aptly illustrates this when he talks about going shopping for jeans. He walked into a Gap store looking for a pair of “regular” jeans. The clerk was ready to help him, but she needed to know a few things first:
Do you want them slim fit, easy fit, relaxed fit, baggy, or extra baggy? Do you want them stone-washed, acid-washed, or distressed? Do you want them button-fly or zipper-fly? Do you want them faded or regular?”
This modern-day explosion in consumer choices, according to Schwartz, has not resulted in an increase in happiness. In fact, it has led to a deterioration of mental health. Below I will detail a few of the main reasons which contribute to this paradox of choice according to Schwartz.
Schwartz delves into how people invest different amounts of effort into their decisions. In this regard, most people can be categorized as “maximizers” or “satisficers.” Maximizers are people who are always looking for the best; they are wired to maximize every choice and reap the absolute maximum bang for their buck on each purchase. Maximizers suffer undue stress when faced with too many choices as they experience deep regret when they do not make the perfect choice. In the end, maximizers suffer because they can never get the “best” thing – something “better” always comes along.
In contrast, satisficers are perfectly happy with “good enough.” They figure out what they need physically, emotionally and psychologically and find products, people and work that meet those needs. Satisficers often make decisions off the cuff and don’t spend too much time reflecting on the choice after making it – they move on mentally.
Let’s compare how a maximizer and a satisficer would shop for a computer. The maximizer would go into an electronic store and obsess over the specifications of each computer. They would ask the sales rep to explain the pros and cons of each computer. They would then compare prices to try and get the absolute best value of price and quality. In the end the maximizer may spend weeks comparing and contrasting their purchase options in different stores, online, on review sites, by asking friends and family… you get the picture. Under duress and with doubt, the maximizer would finally make a decision. This is when it gets really painful for the maximizer.
The maximizer would constantly wonder if the computer they bought was the right one. They would dwell in the regret of all the choices they didn’t make. Two months later when a better computer model comes out, the maximizer would fantasize about upgrading. Now, does that sound like a happy computer buyer to you?
On the other hand, a satisficer would think about what kind of computer they needed. Maybe they like to surf the web for their options or take a short trip to the store. The satisficer would evaluate a few options which met their requirements, and then choose a computer from that pool. There would be little comparing during and after, and the satisficer would end up being a pretty happy computer buyer. Schwartz’s research reveals satisficers are more satisfied with life. He concludes one should try their best to make decisions with the mindset of a satisficer.
Schwartz also spends quite a bit of time talking about choice and regret. Since there are more choices and less time to make them, this increases the possibility of making an increasing number of incorrect choices which thereby increases the opportunity to regret those choices. Excessive choice also leads to suffering as people dwell upon hypothetical trade-offs or the opportunity cost of making a certain choice. Having more choices means leaving behind more of those choices.
The need to “keep up with the Joneses” is another detrimental effect of too much choice. In other words, people succumb to social comparison (e.g. you may see the neighbor with a Lexus and begin to question your car choice-maybe you need a Lexus too?) As such, your choices are sometimes influenced by peers and not by consideration of your own needs and goals.
In the end, Schwartz offers some suggestions to help decrease the psychological burden of having too many choices. You will find these in our action section below!
Quotables
After millions of years of survival based on simple distinctions, it may simply be that we are biologically unprepared for the number of choices we face in the modern world.”
“Unlike other negative emotions—anger, sadness, disappointment, even grief—what is so difficult about regret is the feeling that the regrettable state of affairs could have been avoided and that it could have been avoided by you,if only you had chosen differently.”
IMEO (In My Eudaimonian Opinion)
The Paradox of Choice has to be a game changer for you, especially if you live in a society where choice is everywhere.
Take action, humanoid!
- Make your decisions irreversible. Studies show that people who know they cannot reverse their decisions are happier with them.
- Be a satisficer, not a maximizer. When you go shopping, figure out what you need and pick out the first thing that is “good enough.”
- When appropriate, defer to experts. Schwartz notes a study where 65% of people said that they would like to choose their own cancer treatments. 88% of those who actually had cancer said that they do not want to choose.
- Constantly appreciate the life that you do have. At the end of the day, consciously set aside some time to reflect on all of the great people and things that you have in your life.
- Focus on your own choices and don’t worry about the Joneses. Your neighbors criteria and your own for making a decision may not be in alignment. Forego social comparison and make decisions which are right for you!
The Deets
The Paradox of Choice: Why More is Less
Author: Barry Schwartz
Publication Date: 2004