The Paradox of Choice

Autonomy and Freedom of choice are critical to our well being, and choice is critical to freedom and autonomy. Nonetheless, though modern Americans have more choice than any group of people ever has before, and thus, presumably, more freedom and autonomy, we don't seem to be benefiting from it psychologically.

—quoted from Ch.5, The Paradox of Choice, 2004

With more choices than ever, we have come to the realization that we still aren't all that happy. The reason behind it is simple, there is such a variety in choice that with one decision comes a trade-off that leaves us not as satisfied. The perfect example is an individual in a ice cream shop.

 Places like Coldstone creamery have so many flavors that unless the individual has a distinct favorite they are going to be leaving dissatisfied in some sort of way. So, how do we fix the problems of too many choice? How do we reduce the clutter in our life.

Well there is a couple of ways. Reduce the clutter, take the 50,000 choices of cereal we have and narrow down the selection. Not in terms of the consumers choice, but in terms of the consumers ability to be happy with the decision they made. Another thing we can do is offer returns on larger variety items. Obviously this does not settle the issues of clutter, but it offers the individual a chance to make up what they think they have lost.