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.
About the author
Psychologist, Jeremy Dean, PhD is the founder and author of PsyBlog. He holds a doctorate in psychology from University College London and two other advanced degrees in psychology.
He has been writing about scientific research on PsyBlog since 2004. He is also the author of the book “Making Habits, Breaking Habits” (Da Capo, 2003) and several ebooks:
- Accept Yourself: How to feel a profound sense of warmth and self-compassion
- The Anxiety Plan: 42 Strategies For Worry, Phobias, OCD and Panic
- Spark: 17 Steps That Will Boost Your Motivation For Anything
- Activate: How To Find Joy Again By Changing What You Do
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
- 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)