Economists and business leaders tell us that more choice is better. But the truth is that if you had unlimited access to all the goodies in the world, you’d probably be miserable. Why? Because according to research, endless choice opens the door to regret, self-doubt and dissatisfaction. Researchers found that more people purchased jam when fewer options were available in one study.
Barry Swartz has talked about these paradoxes of choices in his ted talk and book. In a democratic society, it is believed that giving freedom will bring happiness. Freedom means you can choose from so many things. However, Schwartz says that too many choices in life can cause paralysis and increase levels of anxiety, depression, and wasted time.
What is the reason? Think of the above Jam study and imagine yourself in those testing sessions.
- Analysis Paralysis Buyer’sremorse: You always look back to if you made the right decision or could have been happier with another choice. Worse, you have less enjoyment even if you have a good result.
- Decision Fatigue: Longer you take to make a decision less satisfied you are, and it also causes regrets and anxiety.
As Thomas Vann put it, “The best way to rule out choices is to pick one and give it a try. If it’s not the right one, it’s one less choice you have to make next time.”
So next time, pick any jam and enjoy it.