The Paradox of Choice by Barry Schwartz

The Paradox of Choice by Barry Schwartz

Schwartz starts in a supermarket aisle with two hundred and eighty-five varieties of biscuit and asks a question the whole culture assumes is settled: does more choice actually make people better off.

His answer is that beyond a point it makes them worse off — more time spent deciding, higher expectations, more regret about the options not taken, and more self-blame when the choice disappoints. He distinguishes maximisers, who must find the best, from satisficers, who take good enough, and shows that satisficers are consistently happier.

A modern classic of behavioural psychology, and unusually practical about what to do with the finding.

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