Sometimes i find myself in a supermarket in front of a lot of different types of snack, and i waste a lot of time just standing there having no idea what to pick.
It’s recognizable as “The Paradox of Choice”
All the different choices are supposed to make me better off, but they can cause paralysis and actually make my worse off. The fact that some choice is good doesn’t necessarily mean that more choice is better.
Now i write several example example according to a book ” The paradox of choice – Why more is less” authored by Barry Schwartz. I recommend you read this book, i suggest only this book at this time so you have no confusing time to choose.
So let’s take a look at a study very briefly where a producent were trying to promote an high-quality jams. There two different experiments. In experiment one, they offered 24 samples. Experiment two, they offered only 6 samples. Well, the large number of samples attracted more people, but in both cases, people tasted the same number of jams on avarage.
What happened when it came to buying?
There was a huge difference. Only 3 % of the people who were offered 24 jams to sample from went on to buy the jam. However, 30% of the people who were offered only 6 jams to sample from went on to buy the jam. That was a huge difference.
And let’s take a look at another example and make it even more personal. “Hey can you please make a reading list of your favourite books”. I’ll definitely make it at some point, but let’s take a look at what most people’s reading list look like. Some people literally put like 200 books on it. Now when we take a look at that, most people are just going to be paralyzed. There’s too much choice, what if we pick the wrong book.
It’s really hard to pick, so guess what we’re probably going to do? Not pick anything
Now let’s talk about how we can use this if we just want to make our life better. Our number one priority is to avoid paralysis. This morning i’d get up and i wasn’t really sure what i wanted for breakfast. The amount of food in my fridge could be probably make combination breakfast. I want all of the, but i was breakfast alone, just forget it and i need to choose. So there were times when i literally spent 10 minutes figuring out what i was going to have for breakfast. I was really exhausting due to 10 minutes alone. I was wasting a lot of time.
It was never happened when i have the same thing almost every morning, wheat bread and nutella jam. There are certain morning where i don’t and i just screw around and make a mess in the kitchen, but that’s cool because that’s what i want, a simplicity. This isn’t about not enjoying things. It’s about enjoying things even more.
I’ve turned something that wasted my energy and time into something that is super easy where i don’t have to be paralyzed, and where i can dedicate that time and energy to things that are more important and enjoyable than figuring out what i’m going to eat for breakfast.
Choosing well is especially difficult for those determined to make only the best choices and sometimes choice can make us suffer. It asks whether increased opportunities for choice actually make people happier, and concludes that often they do not.
It also identifies several psychological processes that explain why added options do not make people better off: adaptation, regret, missed opportunities, raised expectations, and feelings of inadequacy in comparison with others.
Now i understand things like why Mark Zuckerberg wearing the same t-shirt all the time. Or the big coffee shop like Tanamera and Anomali coffee serves only two or three coffee beans each day and taking turns it during a weeks, in addition to keep freshness of the bean.
“It’s why more is less”