Modern life often equates an increase in options with an increase in happiness. However, behavioral scientists argue that the growing flood of choices across various aspects of life, from consumer goods to relationships, can have the opposite effect. This phenomenon, where more choice leads to less satisfaction, is explored by researchers like Barry Schwartz, an emeritus psychology professor at Swarthmore University and author of “The Paradox of Choice.”
Schwartz points to studies where an excess of options resulted in people making fewer decisions or being less satisfied with their choices. For instance, in the case of Medicare Part D prescription drug plans, individuals in states offering more plan choices were less likely to select any plan at all. Similarly, employees at companies with more 401(k) investment options were less likely to sign up, even when employer matching funds were available.
Research has also shown this trend in less consequential decisions. A study at a gourmet grocery store found that shoppers purchased more artisanal jam when offered six flavors compared to when presented with 24. In another study, college students were more likely to complete an extra-credit assignment when given six topic choices rather than 30.
"Instead of being liberated by all this choice, you’re paralyzed," Schwartz explained. "You can do anything, and you can’t figure out which of those many things to do." This paralysis can lead to poorer decision-making, as more options create more potential for negative outcomes. Even when a good choice is made, the existence of numerous alternatives can diminish satisfaction due to the fear of a missed better option.
This effect is particularly pronounced for individuals who strive to make the absolute best choice, a tendency psychologists term “maximizers.” "People who are maximizers especially suffer from the proliferation of options," Schwartz said. "Only the best will do."
Daniel Willingham, a psychology professor and neuroscience researcher at the University of Virginia, suggests that this happens because the brain is wired to conserve mental energy. Problem-solving requires more cognitive effort than relying on memory, a survival mechanism rooted in evolutionary biology. The brain prioritizes familiar or previously successful strategies before resorting to more complex problem-solving.
This mental efficiency can lead to autopilot behavior, where individuals take the same route to work or make similar daily choices without conscious thought, despite numerous potential variations. The ubiquity of social media has also intensified the impact of choice proliferation, intertwining personal decisions with the ability to compare them with those of others. This comparison can heighten expectations for perfection, as seen in the example of jeans shopping, where a vast array of options can lead to the expectation of a perfect fit.
To counteract this effect, some individuals are consciously limiting their choices. David Epstein, author of “Inside the Box: How Constraints Make Us Better,” has adopted a strategy of limiting his decision-making opportunities, such as purchasing multiple identical items in different colors. This approach aligns with the concept of “satisficing,” introduced by psychologist and Nobel laureate Herbert Simon, which involves setting acceptable criteria for decisions and moving forward without seeking the absolute best option.
Experts also suggest outsourcing decisions. For instance, when looking for a new phone, asking a satisfied friend for a recommendation can simplify the process. For more complex matters like financial planning, relying on professional expertise can lead to greater satisfaction and better outcomes. Willingham advises against assuming one can navigate complex decisions without expert help, stating, "If you’re thinking, ‘Well, I’m a clever guy, I can figure that out,’ I think 9 times out of 10, you’re fooling yourself."
Schwartz acknowledges that changing decision-making habits can be challenging for those who struggle with indecision. However, he emphasizes the potential benefits: making decisions more easily, increasing satisfaction with choices, and freeing up significant amounts of time. The ABC News report on this topic was written by Albert Stumm.