Why more is less - The paradox of choice

A common misconception is that the more choices one has, the better it is for everyone concerned. For most of our history, we did not have the luxury of selecting from an array of a collection of items made to cater to a variety of different tastes. This book tends to indicate the opposite, and the fact that we have to choose from a variety of choices could be counterproductive and hurtful. If we simply had to take what was placed before us or the opportunity to be advantaged and had less to choose from, it tries to imply that we would be far happier and more satisfied with life. The book indicates that the number of choices we have for any item has increased tremendously. And it is that for almost everything, there is an abundance of choices for clothes, food, houses, partners, etc. So, entering a small retail shop and trying to buy bottled water, you can be presented with more than 10 different types or brands of bottled water in different sizes and volumes. So we spend a lot of time differentiating and choosing from one brand to another and making up our minds. So what should have been a simple 15-minute trip may run into hours as you find out you are presented with differentiated varieties with different price ranges. So do not get me started on Jeans. Apart from different colours, types, sizes, materials, etc., these could run into hundreds. So this is what used to be a few years ago, just one type of jeans, choosing the jeans to wear could give you a headache went presented with the immeasurable possibilities of choice. Psychologists have noticed when the human mind is faced with too much choice, it just shuts down or is paralyzed or freezes, like information overload in a computer. In computer terms, it could be explained that when a computer is given excessive information to process, its RAM cannot deal with the excessive data it has to analyze, which will slow down other essential activities, causing it to crash. Some retail shops have produced a matrix table to "simplify" the choosing method. The matrix allows you to make your significant preferences and select various brands that match the criteria. This book has noticed that the more choices we have, the less happy we are. So the book's main point is that the multiple numbers of choices limit freedom and that too much choice kills choice, which is the paradox. Then deregulation and competition add numerous other choices, and it could be mind exploding.

The major problem is that when you choose whether you accept it or not, subconsciously, you have rejected another alternative, i.e. the "Opportunity Cost". This leads to the regret of "the road not taken". Unfortunately, the number of choices is directly proportional to the degree of dissatisfaction, the more choices, the more unsatisfied you will be after making your choice. When confronted with an important decision and too many options, psychologically, the weight of making a wrong decision is on you. There is also an emotional element to it, making it more intense, and the emotional involvement, whether in your subconscious, the consequences can be far more significant. Also, there is a possibility that you will regret making a wrong decision even before you have made it as you see a lot of missed opportunities in your choice. This leads to unhappiness, frustration, and regret in your life for your decision. The people claim that we are constantly making comparisons and adverts are constantly being pushed into our faces, with "new", "improved", "better", "best", etc., versions of what we already have. The problem is that comparisons are endless, at least in our minds, and things would always seem better. The grass is always greener on the other side. As social animals, we try to keep up with the Jones. Social Media makes it difficult with its accumulation of likes and clicks. So click-baiting us into a social marketer dream getting our attention with false advertisement. 

As human beings, we get used to Hedonistic adaptation, and the less we appreciate or enjoy a new thing with time. However, great our choice is after a time, it becomes nuance and ordinary. We all remember, I mean those born in the last century when getting things done afar was complicated. We had to use land mail letters and even land telephones. Mobile communications, the internet, emails, and various social media connections have significantly cut costs, time, energy, and effort. But we still take it for granted and seem oblivious to our former predicament of how easier things had become generally. He gave instances that people who had terrible experiences like being paraplegic after an accident and those who had good experiences like winning a lottery had adapted to their situation after about a year or 2. So their general outlook on life and their situation were almost equal.

Some types of people suffer more than others. Some people are satisfied with just good enough or only happy with the absolute best. The Maximalists spend their energy trying to achieve the best of any particular item. The Maximalists are always searching for the best and constantly being frustrated when they achieve it as they find shortcomings. They found that Maximalists are less tolerant of adverse events and ruminate and think more than others. They found out that although the maximalists make better choices than others, their satisfaction is less. Meanwhile, the Satisfactionist is more realistic and practical, and they know that many possibilities only lead to indecision and regret. They do not spend so much time choosing a shirt. They just look at it and think of what they will use it for and are out of the store. The person is also aware that having more choices does not mean you will be happier. Of course, going from a state of absolute exigency to one of contentment will be difficult and also may consider it mediocre or you settling. Which has a psychological element to it on self-worth.

The solution is that you know how to be a satisfactionist and don't waste time, effort and money looking for the golden fleece. Be content with good enough and spend that saved effort, time, energy and money on other portions of your life. Managing your expectations also helps. What helps is putting a time limit on choosing and other rules you put in place to control the effort, time, money, etc., you end up using. You will find not only life satisfaction. To help prevent hedonism, restrict yourself and save the best experiences for only special occasions or a reward for a particular task or achievement. Instead, keep your attention and try to demand things that only really matter. Try the Spartan lifestyle once in a while. Try to make your decisions irreversible, as this will control emotional involvement. Enjoy the pleasure of the moment without comparing it to the initial experience. Be grateful for life and teach your brain at least five things to be grateful for each day. Forget about your status, focus on what makes you happy and forget about power games. Appreciate rules and constraints, knowing that there are there for the smooth running of the experience or process.