June 18, 2008

The Paradox of Choice

Posted in Nonfiction, Psychology, Sociology tagged , , , , , , , , at 2:26 pm by caelesti

The Paradox of Choice: Why More is Less by Barry Schwartz

The American gospel of individualism and the free market seems to preach that the more choices we have the better. But Barry Schwartz argues that as our options increase, the worse we tend to be at making choices. And the less we enjoy the choices we make. He starts by discussing this in shopping- all the different types of bread, or jeans we can buy. Then he goes on to show all the phone & communication options, entertainment, choices over how we pursue relationships, careers, religion. He supports his claims with many psychological studies.

Schwartz explains that people respond to this smörgåsbord of choices by being “choosers” who think about the importance of the decision and “pickers” who passively pick from whatever is available. Maximizers try to get the best, but while looking everywhere for it and finally making a decision, they wonder if it was really the best. Satisficers settle for what is good enough. Maybe sometimes they don’t get something as good as the maximizers, but they don’t stress out about it as much, and they don’t spend all that time needed to find the “perfect sweater”.

I have often felt overwhelmed by decision-making, and while others chided me for being indecisive, I thought there was something wrong with me. So reading this book was very reassuring, that yes, there is something psychologically overwhelming about all the choices we have. At the end of the book he gives a list of practical suggestions on how to make choices easier to deal with. One is to be more grateful for what you have, so that you will be more satisfied. Don’t compare yourself to others- figure out what is meaningful to you, and what makes you happy. This is something I really needed to hear- lately I’ve been very hard on myself for not being “good enough” compared to how I saw others around me. Accept some constraints on your choices. I would recommend this book to anyone in a modern industrial society, but especially people struggling with stress and depression. Folks with Obsessive-Compulsive Disorder (OCD), ADD, and autism often have trouble making choices and so I’d suggest it to them too.

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1 Comment »

  1. […] John Gale wrote an interesting post today onHere’s a quick excerptThe Paradox of Choice: Why More is Less by Barry Schwartz The American gospel of individualism and the free market seems to preach that the more choices we have the better. But Barry Schwartz argues that as our options increase, the worse we tend to be at making choices. And the less we enjoy the choices we make. He starts by discussing this in shopping- all the different types of bread, or jeans we can buy. Then he goes on to show all the phone & communication options, entertainment, choices over how we pursue relationships, careers, religion. He supports his claims with many psychological studies. Schwartz explains that people respond to this smörgåsbord of choices by being “choosers” who think about the importance of the decision and “pickers” who passively pick from whatever is available. Maximizers try to get the best, but while looking everywhere for it and finally making a decision, […] […]


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