Psychology
by Barry Schwartz
Why does more choice feel worse?
We assume more options mean more freedom, and more freedom means more happiness. Psychologist Barry Schwartz argues that past a certain point the extra options stop helping. They make choosing harder, and they leave us less happy with whatever we pick.
Hear a sample · read by Laura
Maximisers need the best, so they check every option. Satisficers, a word Schwartz takes from the economist Herbert Simon, settle on the first one that meets their standards. Schwartz found maximisers tend to be less happy and more regretful, even when their choices turn out well.
Choosing one holiday means giving up the best bits of all the others. Economists call these opportunity costs. Schwartz argues that the more options we weigh, the more those missed pleasures nag at us, and the less we enjoy the one we chose.
Schwartz cites a study of Olympic medallists in which bronze winners looked happier than silver winners. Silver compares itself with gold, and bronze with no medal at all. The more options we have, the easier it is to imagine something better, and the more room there is for regret.
When there's only one kind of jeans and they don't fit, the world is to blame. When there were dozens and you picked badly, you are. Schwartz suggests this growing self-blame may help explain why depression has risen alongside choice.
The jam stall
Shoppers who saw six jams bought far more often than shoppers who saw twenty-four.
Too many options
Past a point, more choice leaves us more anxious and less pleased with what we pick.
Good enough
Settle for good enough once it meets your needs. Hunting for the very best makes you less happy.
Missed options
Every option you turn down has its own charms, and dwelling on them spoils your choice.
No going back
Treat decisions as final. Keeping the option to change your mind makes you less happy.
A story from the book
Schwartz went to the Gap to buy jeans and gave his size. The assistant asked if he wanted slim, easy, relaxed, baggy or extra baggy fit, then about the wash and the fly. He tried pair after pair and left with the best-fitting jeans he'd ever owned. He felt worse.
One thing to try
Pick a decision you usually agonise over, like a phone contract or where to eat. Before looking, write down what good enough means. Take the first one that meets it and stop searching. Schwartz also says to treat the choice as final, because we're happier with choices we can't undo.
Knotd has the key ideas from 250+ non-fiction books, each in a few minutes, in plain words. The Paradox of Choice comes with a Name That Idea round to make it stick.
Get the whole book on KnotdOpen in the appWhy does more choice feel worse? We assume more options mean more freedom, and more freedom means more happiness. Psychologist Barry Schwartz argues that past a certain point the extra options stop helping. They make choosing harder, and they leave us less happy with whatever we pick.
Maximisers and satisficers; Every option has a price; Why silver hurts more than bronze; Who gets the blame.
Pick a decision you usually agonise over, like a phone contract or where to eat. Before looking, write down what good enough means. Take the first one that meets it and stop searching. Schwartz also says to treat the choice as final, because we're happier with choices we can't undo.
Yes. Knotd has the key ideas from The Paradox of Choice in a few minutes, in plain words, plus a Name That Idea round to test them. It's one of 250+ non-fiction books in the app.
