Can you have too many choices?

"A few decades of research has made it clear that most people are terrible choosers - they don't know what they want, and the prospect of deciding often causes not just jitters but something like anguish."
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"In his view, "unlimited choice" can "produce genuine suffering."
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"Why should this be? Schwartz suggests that it has to do with the irrational way people measure "opportunity costs." Instead of calculating opportunity cost as the value of the single most attractive foregone alternative, we seem to assemble an idealistic composite of all the options foregone. A wider range of slightly inferior options, then, can make it harder to settle on one you’re happy with."

posted by Farookh at 6:36 PM Comment (0)