What if too much choice is bad for us? Is it possible many modern ills can be laid at the feet of our unbridled options and their consequences? Could it be that this uncertainty we’re feeling is down to there being too many decisions? Perhaps, instead of liberating us, all these decisions we have to make oppress us instead.
Are we living in a tyranny of choice?
The term ‘Tyranny of Choice’ is not mine (I wish). Instead, it was coined by the psychologist Barry Schwartz. The idea, as he explains in an article, is that while we believe as a society that more choice is better, research shows that’s not necessarily true. For many, more choice creates less well-being.
The reason that some experience a fall in well-being is down to something Schwartz calls ‘maximizing’. Mind you, we don’t all do this. Some of us are ‘satisficers’ – or willing to go with the first option that satisfies our criteria. So, if a satisficer is buying toothpaste they’ll grab the first box that satisfies their conditions – say one that says ‘extra fresh’ on the label.
For maximizers that’s not enough, though. They’re after the best. So, even when they find one product that is good enough they keep going. Then, after they’ve found several, they’ll compare them. As you can probably guess, the more products there are, the harder their choice becomes. How do you decide how different dimensions compare? For example, how do flavor, quality, cleaning power, if it was made ethically, price, and size compare when buying toothpaste?
Continue reading The Tyranny of Choice and Its Repercussions