Too many choices cause:
- Paralysis rather than liberation – people prefer to make no decision rather than make a complicated choice.
- Less satisfaction with decisions as people have greater reason to regret the decisions they have made.
- Unrealistic expectations.
- Self-blame – when experiences are not perfect, people blame themselves.
Schwartz also argues that in modern affluent societies, too much choice may be a significant contributor to depression. He is the author of ‘The Paradox of Choice: Why More Is Less‘.
→ This post is part of a series on consumer psychology:
- How Beliefs and Values Influence What Tastes Good
- Six Psychological Reasons Consumer Culture is Unsatisfying
- Buying Green is About Being Seen
- Faking It: The Psychological Cost
- Why Loud Music in Bars Increases Alcohol Consumption
- Why Do People Watch Scary Movies, Stay in Ice Hotels or Eat Bacon-Flavoured Ice-Cream?
- How to Choose Between Experiential and Material Purchases
- Ads For Unhealthy Foods Increase Children’s Consumption 45%
- Diners Spend More In Lavender-Scented Restaurant
- Barry Schwartz on Why Too Much Choice is Bad for Us
- Sex Doesn’t Sell (Neither Does Violence)